Northbeam

The platform for machine-learning powered advertising attribution.

[Northbeam @northbeam]

Our partnership with @CommnThreadCo is designed to bring enterprise-grade attribution to seven-figure businesses.

Spending less than $1.5m a year on ads? Start here.

https://t.co/B92dxL1SMM

[Northbeam @northbeam]

⛺️ Sporting Goods & Outdoors:

The most balanced mix — which means more attribution conflict.

[Northbeam @northbeam]

Meta ad volume is a hot topic lately, so we pulled active Meta ad counts across 10 verticals:

💍 Accessories/Jewelry
🍼 Baby/Kids
💄 Beauty
👗 Fashion/Apparel
🥤 Food/Beverage
💊 Health/Supplements
🛋️ Home/Furniture
🍳 Kitchen/Cookware
🐾 Pets
⛺ Sporting Goods/Outdoor

[Northbeam @northbeam]

🐾 Pets:

The most Meta-dependent vertical (6 in 10 dollars) and the highest creative volume (1,382 active ads/brand).

[bryan 🧉 @BryanBumgardner]

📺 "There's never been a better time to run connected television ads."

I said it, I stand by it! We're thrilled to announce a partnership between @northbeam and @vibedotco.

Northbeam's vision is that advertisers should be able to track and optimize CTV with the same level of clarity as any other ad channel.

With Vibe, that's now possible.

CTV has long been a black box for e-commerce brands: great for awareness, but hard to track.

By syncing https://t.co/iMRYKmGRcX’s impression signals with Northbeam’s first-party identity and attribution infrastructure, marketers can finally unlock multi-touch attribution across the full funnel.

Models like Northbeam's Clicks + Deterministic Views push the capabilities even further: now marketers can value the revenue impact of ad views, not just clicks.

This is an entirely different world than the one I entered ten years ago as a digital marketers.

The possibilities are endless with Vibe, so I had to sit down with them and talk about our shared future.

Read more in the link in the comments!

[Northbeam @northbeam]

The @northbeam story: better data for faster decisions.

[bryan 🧉 @BryanBumgardner]

Plus anybody running Meta Ads is probably seeing performance destroyed in the last three months.

Something's going on. Not sure what it is, but ROAS is flat/down and CAC is skyrocketing.

Source: @northbeam data

[bryan 🧉 @BryanBumgardner]

This week's issue of The Media Buyer: New York is banning your influencers.

Featuring a breakdown of the legalese + action plan from @andrewfoxwell.

Brought to you by @northbeam.

https://t.co/csOY7cGQ1D

[Northbeam @northbeam]

What data should we share next?

We’re taking requests

[Northbeam @northbeam]

We checked the CAC, and @ecommcowboy has some thoughts

[bryan 🧉 @BryanBumgardner]

Conversion rates on Meta ads are at a 12-month low. Is it you, or Meta, or both?

It’s not so simple.

[Matthew Kobach @mkobach]

Every drug has a therapeutic window; too little and you get no benefit, too much and the side effects outweigh the cure.

That's why doctors aim for the "minimum viable dose", the smallest amount that delivers the full benefit while keeping side effects as low as possible.

Incrementality testing works the exact same way.

The "drug" is your holdout, the audience you withhold ads from to measure true causal lift.

The benefit? Clean data on what's actually driving revenue.

The side effect? Lost revenue from the customers you didn't advertise to.

Most incrementality tests overdose. They withhold spend from chunks of your audience, and the "side effect" eats into your bottom line.

That's not what we do at Northbeam.

NB Incrementality is the minimum viable dose. We calibrate the smallest holdout that still gives you statistically valid results, so you get the full diagnostic benefit while minimizing the revenue left on the table.