A guide to advertising identity
How identifiers, devices and matching shape targeting and measurement across search, social, the open web, streaming and other advertising environments.
Topics
Measurement and data application
How we test claims, understand performance and turn imperfect evidence into better decisions.
Australian privacy reform: timeline and guide
Track Australian privacy reform: legislation, OAIC guidance, consultations and industry responses, with a focus on marketing, advertising, data and AI.
Outcomes are the brief
Marketing scopes are to-do lists in costume. A list of tactics is not a plan. What I want instead: every tactic tied to a specific performance lever, with the outcome named and the measurement defined before anyone st…
Google just made your cookie banner the most important config
Google is removing Signals as a control on Google Ads cookies and IDs from 15 June 2026. Your cookie consent banner becomes the primary thing between user data and Google's ad business.
ACMA is enforcing, and the SMS Sender ID Register is coming
Over AUD 5.4 million in combined spam and gambling self-exclusion penalties. The SMS Sender ID Register becomes mandatory 1 July 2026. Unregistered sender IDs will be labelled Unverified.
Digital ID opens to the private sector from 30 November 2026
15 million Digital IDs. 80 million verified transactions. From November 2026 the private sector can apply to participate. This is the new identity layer.
Signal loss is accelerating, and waiting for legislation is the wrong play
Marketing effectiveness is being eroded by a structural decline in signal quality across the major platforms. The performance impact is happening before the regulatory impact.
What dropping CTRs tell us about the state of search
Click-through rates are falling, and everyone's trying to figure out what it means. The signal is not decline. It is redistribution.
Your measurement infrastructure is already degraded
Google kept cookies, but modelling, consent choices and browser protections still leave measurement gaps. First-party data and server-side collection need to work alongside other ways of measuring effectiveness.
Some learnings from MeasureCamp Sydney 2025
Analysts are no longer just interpreters of data. They're builders, product thinkers, and technologists. Four signals from a day at MeasureCamp.
Reasoning, human vs artificial: structured systems and intelligence
Reasoning is less a human privilege and more a universal function of structured systems. Humans reason through awareness and intent; machines reason through scale and structure.
The Data Value Quadrant
A practical model for evaluating how data is used in marketing. Plot consumer value against data sensitivity. Decide what to proceed with, what to redesign, and what to retire.
The CUV Framework
Consent, Utility, Value. A simple, repeatable method for evaluating whether a data use case is ethical, valuable, and legally defensible.