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Search that converts, measurement that proves it.

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Social media measured by revenue, not likes.

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Creative that earns its budget back.

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Organic visibility that drives real revenue.

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Be the recommendation for AI search.

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Content that earns trust with humans and robots.

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MEDIA MIX MODELING (MMM)

Big-picture math that shows how marketing dollars impact revenue.

Incrementality Testing

Experiments that prove whether or not your ads create new sales.

Conversion Rate Optimization (CRO)

Get more out of the traffic you're already paying for.

Clarity first. Then growth.

See the methodology we use to supercharge revenue growth for B2C brands.

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MARKETING NEWS (POV)

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The raw data, real numbers, and verified proof behind our biggest client wins.

Press

Gorilla’s in the news.

Allyson Cochran | August 31, 2026

Google Is Killing Display. That’s Good News for Your Budget.

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Marketing News: Our POV

Breaking down the latest marketing headlines with thoughtful analysis, practical takeaways, and our perspective on what matters most for brands and marketers.

Marketing News
The Fine Print Just Got More Expensive

Silverback Strategies | September 4, 2026

The Fine Print Just Got More Expensive

Google Quietly Reroutes Search Links and Third-Party Tracking Could Take the Hit ... read more

Marketing News
The Measurement Gap Is Widening and Attribution Is About To Get Harder

Silverback Strategies | August 28, 2026

The Measurement Gap Is Widening and Attribution Is About To Get Harder

Social Media Gets 30% of Ad Dollars. Yet It Only Earns 12.5% of Attention. ... read more

Marketing News
AI Search Rewards the Brands Willing to Do the Unglamorous Work

Silverback Strategies | August 20, 2026

AI Search Rewards the Brands Willing to Do the Unglamorous Work

Your "AI Visibility Win" Might Just Be an Old SEO Fix, Finally Paid Off ... read more

Marketing News
Machines Are Talking About Your Brand. What Could They Possibly Get Wrong?

Silverback Strategies | August 14, 2026

Machines Are Talking About Your Brand. What Could They Possibly Get Wrong?

Your AI Visibility Score Is Already Being Set…Just Not By You ... read more

Google’s Getting Pickier. Your Bloated Content Isn’t Helping.
Marketing News

Google’s Getting Pickier. Your Bloated Content Isn’t Helping.

Your Location Pages Have Multiplied. Your Rankings Haven't.

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Marketing News
Three Signals This Week That Say: Clean Up Before You Scale Up 

Silverback Strategies | July 31, 2026

Three Signals This Week That Say: Clean Up Before You Scale Up 

Chrome Wants to Kill the Awkward Email Verification Step ... read more

Marketing News
Local Ads Are Merging. AI Is Citing Itself. Your ROAS Is Borrowed.

Silverback Strategies | July 27, 2026

Local Ads Are Merging. AI Is Citing Itself. Your ROAS Is Borrowed.

Local Services Ads is moving into Google Ads ... read more

Marketing News
AI Ads Are Getting Smarter. Your Measurement Isn’t Keeping Up.

Silverback Strategies | July 17, 2026

AI Ads Are Getting Smarter. Your Measurement Isn’t Keeping Up.

OpenAI Adds Custom Audiences to ChatGPT Ads ... read more

Marketing News
What Google, Meta, and the Supreme Court Changed This Week

Silverback Strategies | July 10, 2026

What Google, Meta, and the Supreme Court Changed This Week

Google Search Console Now Shows You What's Happening on Instagram, TikTok, X, and YouTube ... read more

Marketing News
AI Creative Makes (bad) headlines, Google gives video attribution a facelift

Silverback Strategies | July 7, 2026

AI Creative Makes (bad) headlines, Google gives video attribution a facelift

When AI Edits Your Ad, You Might Not Recognize the Product ... read more

Marketing News
AI Search, Meta Creative, and the 69% Problem — This Week in Marketing

Silverback Strategies | June 26, 2026

AI Search, Meta Creative, and the 69% Problem — This Week in Marketing

AI Search Is Growing. Consumer Trust Isn't. ... read more

Marketing News
Search, Visibility, Checkout: AI Is Running the Path to Purchase

Silverback Strategies | June 18, 2026

Search, Visibility, Checkout: AI Is Running the Path to Purchase

Facebook Search Just Got an AI Upgrade and Your Brand's Public Content Is the Raw Material ... read more

Marketing News
Search Isn’t Broken. It’s Just Not Built for You Anymore.

Silverback Strategies | June 11, 2026

Search Isn’t Broken. It’s Just Not Built for You Anymore.

Google's Zero-Click Problem Is Getting Worse ... read more

Marketing News
What’s Moving in Marketing This Week

Silverback Strategies | June 4, 2026

What’s Moving in Marketing This Week

Google Finally Shows You Where You Stand in AI Search ... read more

Marketing News
What’s Changing in Marketing — And What to Do About It

Silverback Strategies | May 29, 2026

What’s Changing in Marketing — And What to Do About It

Google Is Killing Standalone Display Campaigns ... read more

Marketing News
Google Search Is Becoming an AI Operating System

Silverback Strategies | May 22, 2026

Google Search Is Becoming an AI Operating System

Google’s Search Box Gets Its Biggest Redesign in 25 Years ... read more

Marketing News
Marketing’s Next Shift: Search, Measurement, and AI Are Getting Rewired

Silverback Strategies | May 15, 2026

Marketing’s Next Shift: Search, Measurement, and AI Are Getting Rewired

FAQ Strategy Isn’t Dead. FAQ Rich Results Are. ... read more

Marketing News
AI Checkout, ChatGPT Ads & the Next Measurement Challenge for Marketers

Silverback Strategies | May 8, 2026

AI Checkout, ChatGPT Ads & the Next Measurement Challenge for Marketers

OpenAI Lowers the Barrier to ChatGPT Ads ... read more

Marketing News
The Shift to Algorithmic Growth

Silverback Strategies | May 1, 2026

The Shift to Algorithmic Growth

Meta’s Next Frontier: From Social Feed to Your Living Room ... read more

Marketing News
Product discovery is becoming more conversational

Silverback Strategies | April 23, 2026

Product discovery is becoming more conversational

Meta Is Turning Better Tracking Into a Built-In Advantage ... read more

Marketing News
The New Architecture of Performance Marketing

Silverback Strategies | April 17, 2026

The New Architecture of Performance Marketing

AI Search Rewrites the Rules of Ad Delivery ... read more

Marketing News
The Shift to Signal-Driven Marketing

Silverback Strategies | April 10, 2026

The Shift to Signal-Driven Marketing

Google is Your Biggest AI Search Opportunity ... read more

Marketing News
The New Performance Stack Is Taking Shape

Silverback Strategies | April 3, 2026

The New Performance Stack Is Taking Shape

AI Takes the Wheel on Campaign Execution ... read more

Marketing News
The New Rules of Digital Performance

Silverback Strategies | March 26, 2026

The New Rules of Digital Performance

From Product Feed to Production Studio ... read more

Marketing News
AI Is Changing What Counts as a Customer—and What Counts as Performance

Silverback Strategies | March 18, 2026

AI Is Changing What Counts as a Customer—and What Counts as Performance

When AI Becomes the Shopper, Who Verifies the Buyer? ... read more

Marketing News
Global Ad Costs Rise, CTV Gets Performance Tools, and AI Search Keeps Expanding

Silverback Strategies | March 11, 2026

Global Ad Costs Rise, CTV Gets Performance Tools, and AI Search Keeps Expanding

Meta Introduces Location Fees for Ads in Certain Countries ... read more

Marketing News
AI Is Moving Upstream in Marketing

Silverback Strategies | March 4, 2026

AI Is Moving Upstream in Marketing

Google Patents AI-Generated “Versions” of Your Landing Page ... read more

Marketing News
AI Tightens Its Grip on Targeting, Content Visibility, and Search Strategy

Silverback Strategies | February 26, 2026

AI Tightens Its Grip on Targeting, Content Visibility, and Search Strategy

Lookalike Audiences Become AI Signals in Demand Gen ... read more

Marketing News
AI Continues to Reshape Strategy and Measurement Across the Marketing Ecosystem

Silverback Strategies | February 18, 2026

AI Continues to Reshape Strategy and Measurement Across the Marketing Ecosystem

Google Automates New Customer Value ... read more

Marketing News
AI Is Expanding the Performance Pie. Are You Positioned to Capture It?

Silverback Strategies | February 12, 2026

AI Is Expanding the Performance Pie. Are You Positioned to Capture It?

Reddit Becomes a Real Performance Channel ... read more

Marketing News
The AI Ad Experiment Enters Its Enterprise Era

Silverback Strategies | February 5, 2026

The AI Ad Experiment Enters Its Enterprise Era

OpenAI Sets a High Bar for ChatGPT Ads ... read more

Marketing News
A Big Week for Google, AI Search, and Performance Media

Silverback Strategies | January 29, 2026

A Big Week for Google, AI Search, and Performance Media

The Qual vs. Quant Divide Is Collapsing ... read more

Marketing News
AI Is Reshaping the Ad Stack — From Search Answers to Spend Allocation

Silverback Strategies | January 23, 2026

AI Is Reshaping the Ad Stack — From Search Answers to Spend Allocation

Google Turns to Gemini 3 Pro for AI Overviews ... read more

Marketing News
Video, Agents, and Algorithms Are Rewriting the Marketing Playbook

Silverback Strategies | January 15, 2026

Video, Agents, and Algorithms Are Rewriting the Marketing Playbook

YouTube Is Becoming the Front Door to AI Search ... read more

Marketing News
How Automation, Creative Rigor, and Real Signals Are Reshaping Performance Marketing

Silverback Strategies | January 8, 2026

How Automation, Creative Rigor, and Real Signals Are Reshaping Performance Marketing

Meta’s Manus Deal Signals What’s Next for Ads Automation ... read more

Marketing News
Smaller Signals, Smarter Systems

Silverback Strategies | December 30, 2025

Smaller Signals, Smarter Systems

Google Just Made First-Party Audiences Smaller and More Powerful ... read more

Marketing News
Marketing in 2026 Will Be Won by Those Who Adapt First

Silverback Strategies | December 26, 2025

Marketing in 2026 Will Be Won by Those Who Adapt First

Creative Diversity is a Requirement ... read more

Marketing News
The Platforms Are Changing — Audience Attention Is the Only Constant

Silverback Strategies | December 19, 2025

The Platforms Are Changing — Audience Attention Is the Only Constant

Netflix’s Defense Against Antitrust? YouTube Owns the TV Screen ... read more

Marketing News
Google, Meta and OpenAI Trends Marketers Should Watch

Silverback Strategies | December 15, 2025

Google, Meta and OpenAI Trends Marketers Should Watch

ChatGPT Ads Are Coming (maybe?) ... read more

Marketing News
How Consumers Decide Now: AI Content & New Search Paths

Silverback Strategies | December 12, 2025

How Consumers Decide Now: AI Content & New Search Paths

AI Copywriting Is Now Beating Humans — Even When Audiences Know It’s AI ... read more

Marketing News
Marketing Moves Fast. AI Is Moving Faster.

Silverback Strategies | November 25, 2025

Marketing Moves Fast. AI Is Moving Faster.

Meta’s AI Advantage Pushes Performance Higher ... read more

Marketing News
A Week of AI Upgrades, Smarter Measurement & Changing Attention Trends

Silverback Strategies | November 21, 2025

A Week of AI Upgrades, Smarter Measurement & Changing Attention Trends

AI Assistants Are Coming for Your Ad Ops ... read more

Marketing News
Attention, Action, and Authority Are Shifting — Fast

Silverback Strategies | November 14, 2025

Attention, Action, and Authority Are Shifting — Fast

Google’s AI Gets Agentic, and Your Website Might Feel It ... read more

Marketing News
From Streams to Screens: Marketing’s AI Acceleration

Silverback Strategies | November 7, 2025

From Streams to Screens: Marketing’s AI Acceleration

Meta Taps Chat Data for Ads ... read more

Marketing News
Marketing in Motion: Navigating the AI-Powered Shift Across Platforms, Performance, and People

Silverback Strategies | October 31, 2025

Marketing in Motion: Navigating the AI-Powered Shift Across Platforms, Performance, and People

TikTok Levels Up: From Viral Playground to Performance Powerhouse ... read more

Marketing News
Search Marketing Is Being Rewritten by AI and Google Shifts

Silverback Strategies | October 31, 2025

Search Marketing Is Being Rewritten by AI and Google Shifts

Reddit’s SEO Power Play ... read more

Marketing News
Week of September 8 News

Silverback Strategies | October 31, 2025

Week of September 8 News

Google Eyes AI Mode as the Next Default Search ... read more

Marketing News
AI Changes Search. Google Changes Ads. Marketers Must Adapt.

Silverback Strategies | October 27, 2025

AI Changes Search. Google Changes Ads. Marketers Must Adapt.

AI Search Behavior Is Changing and It’s Coming for Your Content ... read more

Marketing News
The Early Adopters Will Win in the Age of AI-Driven Search and Media

Silverback Strategies | October 9, 2025

The Early Adopters Will Win in the Age of AI-Driven Search and Media

OpenAI Prepares ChatGPT Ads as a New Paid Media Channel ... read more

Marketing News
The Digital Landscape has Changed. Here’s how to Stay Ahead.

Silverback Strategies | September 26, 2025

The Digital Landscape has Changed. Here’s how to Stay Ahead.

Ads are coming to google’s AI-generated Answers ... read more

Marketing News
Google Holds the Crown, AI Redefines Clicks, and CTV Levels the Field

Silverback Strategies | September 23, 2025

Google Holds the Crown, AI Redefines Clicks, and CTV Levels the Field

Google Still Reigns Over AI Search ... read more

Marketing News
ChatGPT Traffic Falls, But Clarity Wins in AI Search

Silverback Strategies | September 9, 2025

ChatGPT Traffic Falls, But Clarity Wins in AI Search

AI is favoring answer-first, community-driven content—brands must adapt to stay visible. ... read more

Marketing News
What the Google Antitrust Ruling Means for Marketers

Silverback Strategies | September 8, 2025

What the Google Antitrust Ruling Means for Marketers

... read more

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Blog

Long-form thinking for marketers who want more than a hot take. Deep dives into media, creative, SEO and measurement concepts shaping today’s digital landscape, built to hold up long after this week’s headlines fade.

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Case Studies

The full story behind the wins: the problem, the bet we made, and the results that proved it out. See how the work actually happened, not just the highlight reel.

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Press

Where we’ve been turning up lately. Awards, announcements, and the occasional reporter who wanted our opinion.

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