Archive - Mind the Commodity Gap

The billion-pound garage

How global brands are winning categories with YouTube creators and the living-room screen

Aug 4 • Erfan

July 2026

Own Label Adtech

How agencies are building their own ad models on licensed data and keeping the fee that used to pass them by

Jul 30 • Erfan

The almanac and the storm

How to turn marketing mix modelling from an annual report into a live optimiser feeding this week's bids

Jul 23 • Erfan

The optimisation button, and who gets paid when everyone presses it

How AI ad automation lifts CPMs across a category and where the commodity gap pays out

Jul 23 • Erfan

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