PaidLab
B2B Paid Media & PPC Performance Strategy
Your paid media engine stops working when you stop asking why.
Paid media is the fastest lever in B2B marketing and the easiest to waste. PaidLab covers paid search, programmatic, and performance strategy for teams that need ad spend to turn into qualified pipeline — not impressions.
Every piece is built around the question most platforms train you to stop asking: why is this working, and what happens when it stops?
The Operator Building CTV for B2B Buying Committees
Sean Nowlin spent sixteen years watching programmatic evolve before spotting the gap nobody wanted to fix: CTV measurement was built for banner ads, not B2B buying committees. His bet? The measurement problem, not the media problem, is what's holding B2B CTV back.
Programmatic Pause Ads: The Inventory Everyone Wants and Nobody Can Buy at Scale
Pause ads deliver 100% viewability and 91% brand recall, but most advertisers still can't buy them programmatically at scale. Here's what's changing this quarter, and why the brands running pilots now will have the advantage when the infrastructure catches up.
Attention Targeting Comes to Amazon DSP: What the Adelaide Integration Means for Your Media Mix
Amazon DSP's integration with Adelaide's attention targeting promises to solve programmatic's biggest problem: paying for viewable ads that nobody actually sees. The early results show 58% ROAS lifts and 25% lower conversion costs.
Signal IQ's Expansion Gives Publishers What They've Been Missing: Proof
Amazon just gave publishers the ability to A/B test which OpenRTB signals actually drive revenue, ending years of guesswork about whether passing GPIDs or transaction IDs moves CPMs. For the first time, you can prove which signals buyers value and optimize accordingly.