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Latest blog posts

Matt Gilbert

Oct 06, 2026

Mobile Needed a New Trust Layer. AI Will Too.

Search taught us that a discovery channel becomes much more economically useful when visibility can be connected to downstream outcomes and, ultimately, investment decisions. But there is another precedent that ...

Kate Ellis

Oct 05, 2026

Beyond Program Noise: How a Global Luxury Retailer Streamlined 1,400+…

Managing a global partnership program across multiple markets often leads to an unexpected challenge: program noise. Over time, inactive or low-yield accounts accumulate, creating bloated databases that obscure top performers ...

Matt Gilbert

Sep 29, 2026

I Watched Search Become a Measurement Discipline. AI Is Next.

AI is Rebuilding the Measurement Stack. The historical progression of SEO looked roughly like this: Visibility → Traffic → Conversion → Revenue → Capital Allocation. The click helped connect those layers. The emerging AI ...