Brian Hartnack

In 2026, ABO is no longer the best way to test creatives. I didn’t want to believe it either. But after testing CBO since September across five different accounts, the data was very clear. CBO was ~27% more efficient on average. Here’s the CBO testing structure I’m running now: - Exclude all existing customers (Klaviyo + Pixel) - 100% Broad targeting - Set a minimum spend per ad set to force learning - Use Flexible Ads when I’m testing very similar creative variations What happens next is key 👇 Winners move into CBO Scaling Top performers also get pushed into Whitelisting & Partnership campaigns That said… I still see ABO outperform CBO in some accounts, especially smaller ones. So make sure to test both and see what works best for your account.

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I’m excited to share the results of our Total Economic Impact™ (TEI) study, conducted by Forrester Consulting. The study found that TripleLift Creative Formats delivered a massive 272% ROI and an NPV of $2.2 million over three years for the agencies interviewed. Key benefits include: 🔅 $3.70 return on ad spend (ROAS) from TripleLift campaigns 💵 $1.3 million in incremental profit ⏳ 40 hours saved per campaign in labor costs The results highlight what we consistently hear from our partners - creative advertising formats, executed with efficiency and premium inventory, are essential for driving higher performance and navigating a fragmented ecosystem. Download the full Forrester TEI study here: https://lnkd.in/ebwQ49u9 #TheCreativeSSP #CreativeFormats #AdTech #ForresterTEI #TripleLift #ROAS #Profit

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Platforms and native agent proximity "One can’t consider the future of agentic commerce, or agentic advertising, as a competition between nimble upstarts and inflexible, staid incumbents: the largest platforms have embraced agentic interaction models. If you believe that consumers will demand to shop via prompts, or have their agents surface relevant items automatically on their behalf, or that advertisers want their entire workflow to be automated, then the largest platforms agree with you."

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Quick update on the indexing situation. Seems like everything is working as intended after Google reviewed some of the examples. From John Mueller: "Based on these (examples), I don't see a technical issue on our (or on any of the sites) side. Our systems make adjustments in what's crawled & indexed regularly. That's normal and expected." He also said, "Our crawl budget docs talk about crawl capacity & crawl demand, they also play a role in indexing." https://lnkd.in/ebV2QcwS #google #seo

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The creator economy is now valued at ~$250B+ and set to scale rapidly (thanks G2 for the stat). So now more than ever amid all the automation tools, generative-AI content, and omni-channel creator noise, people with true subject-matter expertise need a way to cut through. The new Udemy Production Hub helps creators, subject matter experts and learning design leaders transform their domain expertise into impactful dare I say authentic content (I did, I said it) that bridges the gap between passion and tangible impact. Shout out to Ava Plasse and Gaby Araujo Z. for leading this project and sharing their expertise with the community. It’s only the start. Link in comments. #content #learning #AI

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Product marketers are often told to “test and validate messaging,” but rarely given a realistic way to do it when research budgets, time, and perfect data aren’t available. This post shares a practical approach to message testing that focuses less on activity and more on decisions, like how to identify what actually matters to test, use the signals you already have, and move forward with confidence instead of waiting for certainty. https://lnkd.in/gfe9PArt

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🚨 Google's new AI-driven search isn’t just a headline: it’s changing the rules of SEO *right now*. Traditional keyword rankings? Old news. Today, Google’s AI generates answers and cites sources instead of showing the typical top 10 links, and that means your content strategy needs a MAJOR upgrade. Why does this matter for your business? 👉 The AI summarizes answers from across the web: if your site isn’t cited, you’re invisible. 👉 Click-through rates from #1 positions dropped by 30-60% virtually overnight. 👉 Authority, expertise & in-depth content are MORE IMPORTANT than ever. It’s time to future-proof your site. Want to stay ahead? Get a FREE consult with our SEO experts to boost your visibility in the new AI search era! Let’s grow your online presence together! 🚀 #SEO #GoogleAI #DigitalMarketing #GrowthHacking #BusinessGrowth #MarketingTips #SEOStrategy #SmallBusiness #DigitalTrafficFactory

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