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Food truck founder, novelist, SCUBA diver, medievalist, opera singer - Belinda Anderton is
None of These
Search Is Falling. Agencies Are Scrambling. AI’s Already Moved On.
The advertising industry is being gutted. What we’re seeing isn’t just another wave of disruption. We're seeing the future and it's fucking fantastic. This is foundational. In the past few months alone, Amazon, Google, Meta, TikTok and Reddit have all released generative content tools designed to help eCommerce merchants create ads with minimal effort and zero creative teams. These aren’t gimmicks. These are functioning production tools capable of turning a product brief into
Jun 11, 20253 min read
You Can't Tailor Network Effects
On network effects, aggregation theatre, and why everyone's lying about platforms
Mar 5, 20257 min read
The Attribution Crisis is Actually a Coordination Problem
Everyone in ecommerce is having a collective panic attack about attribution. Meta’s telling you one number, Google’s telling you another, your Shopify dashboard has a third opinion, and your CFO is wondering why you can’t just “figure it out” like it’s a simple arithmetic problem. The prevailing wisdom is that this is a data problem. iOS 14 broke everything. Cookie deprecation is making it worse. If we could just get better tracking, better pixels, better first-party data, we
Feb 4, 20257 min read
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