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DOWI

What we think, in public.

We publish our reasoning rather than describing it in a pitch. No gated downloads, no email required.

Analysis

ChatGPT Ads just opened in the Middle East. Here is what it actually is.

Self-serve buying has reached the region. What the platform does, who sees the ads, what advertisers get back, and the three claims you should refuse to pay for.

8 min read

Playbook

Five tracking mistakes that make your ad reporting lie to you

Broken measurement is worse than no measurement: it produces confident decisions in the wrong direction. The five failures we find most often, and how to check for each in an afternoon.

9 min read

Guide

Google, Meta or ChatGPT Ads: which channel solves which problem

Three channels that are often compared on cost per click, which is the wrong axis. What each one is structurally good at, and the situations where each is the wrong choice.

7 min read

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