Digital Marketing
Safari 27 blocks email-based identity tracking
Safari 27 blocks email-to-ID resolution while Google leans on signed-in data. Here's how customer journey tracking is changing and what to do.
Google Ads.
Digital Marketing
Value-Based Bidding: Not All Conversions Are Equal
Google, Meta, TikTok and Microsoft now bid on predicted conversion value. Here's the expected value math, the data thresholds, and where advertisers get it wrong.
Digital Marketing
Google Ads will end hidden 50% Display split in Feb 2027
Google Ads will make the Display Network budget split visible in February 2027, ending a hidden 50% backend allocation. What to check now.
Digital Marketing
Cleaner Data Lifts Demand Gen Conversions 20%+: Google
Microsoft, Meta, OpenAI and Google all shifted campaign controls in October. The big signal: cleaner data drove 20%+ Demand Gen uplift.
Digital Marketing
Google’s Gmail ad promise now has an exception
Google's 5-year promise not to use Gmail, Drive or Photos for ads now has an exception. Here's what it means for your campaigns.
Growth Hacking
70% of D2C Brands Lean on Meta. It Won’t Get Them to Rs 100 Crore
A December 2025 study shows 70%+ of D2C brands lean on Meta. Yet auction pricing and weak LTV tracking cap the road to Rs 100 crore.
Digital Marketing
How Google erased a 20% ROAS surplus in 3 weeks
smec data shows median budget-limited campaign went from beating ROAS target by 20% to roughly matching it within three weeks of Google's Aug 17 change.
Digital Marketing
Google Ads swaps flat new-customer bonuses for 5x multipliers
Google Ads now lets retailers scale new-customer conversion value from 1.1x to 5x, replacing flat bonuses across Search, Shopping, PMax and Demand Gen.
AI in Marketing
Google gives PMax advertisers 6 weeks to opt back out
New Performance Max campaigns will extract landing page images by default even if account-level Dynamic Images is off. Six weeks to fix your payloads.
Digital Marketing
Google Adds US, Canada to 42-Country Financial Ad Check
Google will require US and Canadian financial advertisers to prove licences in early 2027. Here's what to prepare before the rollout.
