Widen the river.
- 01
Build an offer for buyers who feel poorer this quarter
Build an offer for buyers who feel poorer, because consumers say purchasing power dominates how they see the economy and big ticket buying conditions just fell 18% in a month.
University of Michigan Surveys of Consumers
- 02
Separate audience counting from ad targeting in your consent setup
Separate audience counting from ad targeting now, because Europe is moving toward letting basic measurement run without a banner while keeping consent, and a four month wait after a refusal, for everything that tracks people.
Council of the European Union (document 14756/26)
- 03
Audit which tags read the email on your sign up forms
Audit what your forms hand to third parties, because Safari now blocks the email based ID services that much of post cookie targeting and measurement quietly relies on.
WebKit (Apple)
- 04
Fund fewer campaigns and leave them alone through peak season
Fund fewer campaigns and hold them still, because Meta's own numbers show that splitting a peak budget into too many small bets raises the cost of every sale.
Meta for Business
- 05
Restart demand programs in industrial accounts as orders come back
Restart demand programs in industrial accounts now, because two bellwether suppliers just reported orders returning, and the vendors who are present early in a recovery get the first budgets.
Texas Instruments
- 06
Plan next year's hiring for a market where few people move
Plan hiring for a market where few people move, because employers are holding on to staff while adding few jobs, so experienced talent is scarce and expensive to pry loose.
CNBC
- 07
Map which of your social audiences age verification will cut off
Map which audiences age verification will cut off, because another country has set a hard date for locking under 15s out of social platforms and the list keeps growing.
Al Jazeera (with AFP)
Grow what the market can hold.
The teams pulling ahead are enlarging what the market can hold rather than fighting over it: value offers for squeezed buyers, measurement that survives consent rules and browser blocks, budgets concentrated where they can learn, early presence as industrial demand returns, and hiring plans built for a market where few people move.
Widen the River
When buyers tighten their belts, most growth plans become share plans. One of the largest marketers in the world just said growth now comes from growing categories, and its quarter showed volume and trade up doing the work, not price, at flat spending.
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