Blog / operating notes · 8 entries
Notes from the floor.
What we learn running our own brands and the systems behind them: attribution, AI in marketing, and the parts of ad tech nobody puts in a deck.
01 / All entries
specifics over slogans
A new mark for a new chapter After seven years we retired our logo. Here is what changed, what did not, and why we did it now. 14 Aug 2026 2 min AI creative at scale is a supply chain, not a design task Generative tools made ad production cheap. The advantage moved to whoever industrializes testing without losing the brand. 11 Aug 2026 2 min Why we sell the software we built for ourselves Obscale runs on two engines: our own e-commerce operation, and the software it forced us to build. How the loop works. 05 Aug 2026 2 min Measurement in 2026 is triangulation Attribution, incrementality, and MMM stopped competing and started specializing. How the three fit together on a real P&L. 28 Jul 2026 2 min Black-box buying: operating inside PMax and Advantage+ The platforms took the steering wheel. These are the controls that still exist, and the discipline it takes to use them. 21 Jul 2026 2 min The cookie that refused to die, and why it stopped mattering Google spent five years deprecating the third-party cookie, then kept it. The teams that prepared won anyway. 09 Jul 2026 2 min AI did not replace media buyers. It replaced their dashboards. What actually changed in the day of a performance marketer between 2021 and 2026, from a team that spends its own money. 30 Jun 2026 2 min Attribution in 2026: what iOS broke stayed broken Five years after App Tracking Transparency, the platforms adapted, the dashboards did not. Notes from running attribution on our own 9-figure spend. 18 Jun 2026 2 min
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