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.
value-based bidding.
Digital Marketing
Lead Scoring Is Now a Bidding Signal, Not Just a Sales Filter
Lead scoring has moved from a CRM hand-off rule to a paid media bidding signal. Here's what performance marketers need to do differently.
