April 13, 2026

Alphabet is far more than a search engine. It operates one of the largest technology ecosystems in the world, spanning AI, advertising, cloud infrastructure, robotics, health science, and autonomous vehicles. However, unlike many traditional companies, Alphabet constantly launches, restructures, and shuts down projects. Understanding what is still active versus what has changed is key to […]

You can’t treat ChatGPT ads like a normal ad placement. Here’s how OpenAI’s ChatGPT ads setup actually works ↓ ChatGPT ads are essentially a contextual, in-chat placement model. But instead of optimising around audiences, cookies, or user profiles, it optimises around conversation context and intent. It’s built on four layers: Delivery & placement ↳ Ads

1. User Clicks Your Ad on Mobile Someone searches on Google using their phone.They click your ad and visit your website. 2. User Shares Contact Details Later they may:Sign upEnter their emailStart checkoutSubmit a lead formThis creates first-party data (like email or phone number). 3. Data Is Hashed for Privacy The contact details are:EncryptedHashedSent securelyNo

That’s usually where ROAS drops. Here’s what actually worked instead. A client wanted to scale spend without sacrificing performance. Inside their Performance Max campaign, the problem was clear: A few products generated most of the revenue. Most products barely received impressions or clicks. Budget was being spread inefficiently. So instead of scaling the campaign, we