AI Is Changing How Consumers Decide — Not Just How We Target Them
Most conversations about AI and marketing focus on discovery.
Consumers are increasingly using AI tools instead of traditional search engines to start their research. Rather than typing queries into Google, they’re asking AI assistants direct questions:
- “What’s the best car
Our Philosophy on Transparency in Performance Marketing
Transparency is one of the most overused words in performance marketing: networks claim to have it, buyers ask for it, contracts reference it. But in practice, “transparency” can mean very different things depending on who you’re talking to and what …
The Hidden Cost of Quote Volume: When More Leads Hurt Agent Performance
For years, insurance growth strategies have been built on a simple assumption:
More quote requests create more opportunities to sell policies.
On the surface, the logic makes sense. If agents speak with more consumers, sales should follow. As a result, …
Why Performance Marketing Is Becoming an Operations Problem, Not a Media Problem
For most of its history, performance marketing has been built to solve a media problem.
Brands needed more customer acquisition channels. Paid search was getting expensive. Social inventory fluctuated. Internal teams couldn’t scale traffic fast enough. Performance partners stepped in …
What We Mean When We Say “Better Lead Quality”
“High-quality leads” might be the most overused phrase in performance marketing.
Everyone claims to deliver it, yet buyers and suppliers are often misaligned on what it actually means – and those misalignments tend to surface later as quality disputes, compliance …
The Rise of Outcome-Based Buying Models in Performance Marketing
Performance marketing has always promised accountability. But for much of its history, that accountability stopped at the point of delivery.
Clicks were counted. Leads were measured. Calls were logged. And as long as volume flowed, performance was assumed.
Today, that …
How “High Intent” Is Being Redefined in Insurance Lead Gen
For years, “high intent” has been treated as a fixed concept in insurance lead generation. A lead either had it or it didn’t, and it was usually defined as a form fill.
That made sense when the consumer journey was …
Will Microtargeting Change in the Age of LLMs?
For more than a decade, microtargeting has been one of marketing’s most prized capabilities. The promise was simple: the more precisely we could define an audience, the more relevant our message – and the better our results – would be.…
The 7 Performance Marketing Trends That Will Define 2026
Performance marketing doesn’t change overnight, but when the same themes start showing up in conversations, data, and conference hallways, it’s usually a sign something bigger is coming.
After attending the first two industry conferences of the year, our team compared …
Is the Open Internet Dying?
The internet was once a wild, open frontier where anyone with a voice, a story, or an idea could publish, be found, and connect. But increasingly, that world feels like it’s closing in.
We recently polled our LinkedIn audience, and …