Online Advertising
Ad blockers: what planners should actually do
Depending on the audience, between one in five and one in two blocks your ads. The interesting part is not the number but exactly who is missing.
2 min readJun 10, 2026
Section
Online Advertising
Search ads, social ads, programmatic, video, affiliate and email.
Online Advertising
Measure viewability, not impressions
A served ad is not a seen ad. Between the two sits more than half the budget in poor buys.
2 min readJun 8, 2026
Online Advertising
Spotting and preventing ad fraud
A double-digit share of global online ad budget lands with automated clicks and fake ad slots. Six warning signs visible in your own account.
2 min readJun 6, 2026
Online Advertising
Brand safety in programmatic buying
Your ad beside a report on a disaster does more harm than the reach is worth. Default settings do not prevent it.
2 min readJun 4, 2026
Online Advertising
Email marketing: actually lifting open rates
Open rates became only half-measurable once the major providers added privacy features. They remain steerable, through four levers that have nothing to do with the subject line.
2 min readJun 2, 2026
Online Advertising
Building a list without buying one
Bought addresses are unlawful in most European markets and commercially worthless. The slow route through your own sign-ups is the only one that holds.
2 min readMay 31, 2026
Online Advertising
Subject lines that get opened
Forty characters that decide the fate of an entire send. What measurably works, and which advice persists without being true.
2 min readMay 29, 2026
Online Advertising
Building automated email journeys
Five messages written once that then work for years. For most firms this is the most profitable single building block in all of marketing.
2 min readMay 27, 2026
Online Advertising
Deliverability: SPF, DKIM and DMARC in practice
The best message is worthless in the spam folder. Three records in your DNS decide that, and in many firms at least one is missing.
2 min readMay 25, 2026
Online Advertising
Affiliate marketing: model, costs, traps
You pay only on a sale, which sounds risk-free. Three mechanisms mean you often pay for sales that would have happened anyway.
2 min readMay 23, 2026
Online Advertising
Choosing influencers by numbers, not vibes
Follower count is the least useful figure available. Four other numbers predict whether a collaboration pays.
2 min readMay 21, 2026
Online Advertising
Micro-influencers: cheaper and often better
Twenty accounts with 5,000 followers usually beat one with 100,000. The reason is not price but proximity.
2 min readMay 19, 2026
Online Advertising
Setting up campaigns with local partners
Two businesses with the same customers and no competing offer can halve their advertising cost. The obstacle is never the idea, it is the agreement.
2 min readMay 17, 2026
Online Advertising
Podcast advertising: buying it, measuring it
The most attentive audience in advertising, and the hardest to measure. Both facts have the same cause.
2 min readMay 15, 2026
Online Advertising
App advertising: installs are not the goal
Cheap installs are easy to buy and mostly worthless. The number that decides your budget sits 30 days later.
2 min readMay 13, 2026
Online Advertising
Treating ad and landing page as one unit
Most campaigns optimise the ad and send the click to the homepage. That single decision wastes more budget than any bidding mistake.
2 min readMay 11, 2026