The thinking behind the machine.
Essays, research, and setup guides for people who run growth: creative-testing economics, how ad platforms actually pick ads, AI creative production, and the attribution plumbing that makes the loop readable.
Essay
The New Bottleneck: You Can Now Produce Thousands of Creatives. You Can't Test Thousands of Creatives.
Why you need the inversion: treat production as infinite, tests as scarce, and learning as the asset on the balance sheet.
Read the essay · 13 minResearch
Why Agentic Creative Production Wins the Generative-Retrieval Era
Kuaishou's GR4AD, Meta's GEM and Andromeda converge on one architecture: ad retrieval as a generative model over semantic IDs. A technical read on what that does to creative economics, and why the answer is agentic production.
Read the research · 10 minGuide
Web-to-App on Your Own Domain: The Meta Setup That Restores Creative-Level Signal
A step-by-step guide to web-to-app campaigns for subscription apps: Meta web ads that route through your own domain to the App Store, attributed by the MMP you already run, with per-creative conversion truth instead of SKAN aggregates.
Read the guide · 8 min