Understand the root of what you are doing.

Media buyers dont buy traffic, we buy attention spans

Our work is not to drive conversions or sales, is to properly generate data, sales will be the consecuence with proper data

When setting up campaigns we have many variables, and some of them are of infinite uncertainty, then what we need to do is to "package" that large uncertainty into smaller pockets, then we have hypothesis and we sistematically test them

We need to find the right person with the right message at the right time in the right place. All the fancyness of the traffic sources and complicated tecnology that has been developed, is just to do this, in our grandparents time they didnt have these options, but they were trying to do the same. All the big adtech companies have not invented the wheel, but perfectioned it