There’s a phrase that’s been running through paid social conversations for the last couple of years: creative is the new targeting. It’s true. It’s also been repeated enough that most marketers nod along without doing anything different. The reason it matters is structural. When data privacy legislation cut off the flow of browsing and app… Continue reading What Separates Winning Paid Social Accounts From Stalled Ones: A Creative System
Author: Allyson Cochran
Allyson Cochran is the Chief Revenue Officer at Silverback Strategies, where she leads revenue, partnerships, and growth strategy for one of the most respected performance agencies in the U.S. She started her career selling radio advertising—long before dashboards and attribution—learning how to connect intangible campaigns to real business outcomes. That mindset still drives her work today.
With 15+ years in media and marketing, Allyson is known for helping brands navigate platform shifts, AI-driven optimization, and modern measurement with clarity and confidence. She’s been a featured partner at the American Marketing Association, MarComm, Digital Summit, and executive marketing forums within Pavilion and PartnerStack, where she explains complex changes in performance marketing in practical, no-fluff terms.
Meta Andromeda Broke Your Paid Social Playbook
When Meta rolled out its Andromeda update globally in July 2025, most advertisers didn’t notice anything at first. Campaigns kept running; dashboards looked fine. Then, quietly, things started to break. CPAs crept up. CTRs dipped. Learning phases dragged on. Accounts that had performed consistently for years began to look like strangers to their own data.… Continue reading Meta Andromeda Broke Your Paid Social Playbook
How AI Optimization Mistakes Fuel Ad Fraud and Waste Paid Media Budgets
AI is supposed to make paid media smarter. So why is it sometimes helping bots drain the budget? AI-powered campaigns promise efficiency and scale. But when the algorithm is optimizing toward the wrong signal, it spends real budget finding more of whatever’s cheapest to fake. The fraud problem behind this isn’t small, and it isn’t… Continue reading How AI Optimization Mistakes Fuel Ad Fraud and Waste Paid Media Budgets
Measuring Marketing ROI for Mid-Market Consumer Businesses
You’re a marketing leader. Maybe you’re juggling teams of specialists focused on semi-siloed marketing programs. Or perhaps you’re the bandwidth-strapped ‘jack of all trades’ marketer operating as a department of one. Either way, you work hard to bring revenue to your business and help your company grow. But communicating the impact of those efforts is… Continue reading Measuring Marketing ROI for Mid-Market Consumer Businesses