Ethan Shust 🐳

Product Marketing @Triplewhale | Standing at the intersection of marketing, data, and whales.

[AJ Orbach 🐳 @AY_Orbach]

I started https://t.co/8gApMknTxw as an experiment: I wanted to see how far I could push Moby + GPT-5.6 Sol on something extremely ambitious: rebuilding the full Triple Whale website

Two days later, I had 23 pages live. Then I connected the Pixel so I could start tracking and measuring what happens and eventually understand what to advertise and where to send traffic.

It’s been fun, but I keep thinking about the implications.

One person can now carry an idea through landing pages, ads, analytics, and measurement—at a scale and level of quality that recently required a full team.

That feels like a genuine first. The shape of building a company is changing. 🐳☀️

[AJ Orbach 🐳 @AY_Orbach]

Moby + GPT-5.6 Sol🐳☀️

Sol absolutely crushes design. The wild part? This took me two days, with me steering the model. What once would’ve required a full team and months of work is now a one-person job.

The real unlock is building harnesses that let these models reach their full potential. Moby is one of them.

It’s been a blast building alongside the @OpenAIDevs

https://t.co/0b9fUdwVLi
https://t.co/L28y4nDyDS
https://t.co/W624NNnCPN
and 11 more pages...

[Triple Whale 🐳 @triplewhale]

GPT-5.6 Sol is now the default model in Moby. 🐳

We were early testers, evaluating GPT-5.6 across everyday ecommerce work. We saw sharper reasoning, deeper analysis, and a major step forward in building landing pages. Now in Moby, you can publish directly to Shopify.

Terra and Luna are also available in Moby.

@OpenAIDevs

[AJ Orbach 🐳 @AY_Orbach]

We’ve been testing Sol for months, and I honestly feel like I’ve been living in the future. It’s fast, smart, wildly capable, and can work for hours on end while actually getting things done.

It’s now my default model and daily driver.

And yes, design is fixed.

Coming to Moby 2 tomorrow

[Maxx Blank 🐳 @aryehMaxx]

Big one today: ChatGPT Ads is now live inside Triple Whale.

AI is becoming a real place people discover and decide what to buy. We want our brands ahead of that, not catching up to it.

Connect it, see real data, and let Moby help you scale it.

Early days. Feels like the start of something big.

[Triple Whale 🐳 @triplewhale]

Our OpenAI Ads Integration is here.

OpenAI Ads is a new channel for businesses. Now all Triple Whale customers can measure it with the first-party data they already trust.

But that's not all, we’re also launching Sonar Optimize for OpenAI Ads, helping businesses send stronger conversion signals back to OpenAI via CAPI.

Triple Whale is the only platform where businesses can do both. 🚀

Learn more: https://t.co/NnVCCZGB4m

[Triple Whale 🐳 @triplewhale]

New ad integration dropping later today... 🧐

[Triple Whale 🐳 @triplewhale]

A few new models just dropped in Moby 👀

- Seedance 2.0
- Gemini Omni Flash
- Claude Sonnet 5

[AJ Orbach 🐳 @AY_Orbach]

Update 1️⃣ today for Moby

Seedance 2.0 4K is live in Moby 🐳🐳🐳

[Triple Whale 🐳 @triplewhale]

Today we’re launching Triple Whale MCP.

As businesses use AI across more tools, Triple Whale MCP gives them secure access to analyze trusted, real-time Triple Whale data wherever they work.

Available on Foundation, Automate, and Enterprise plans.

Learn more: https://t.co/UkowRIohEA

[Maxx Blank 🐳 @aryehMaxx]

The data platform for ecommerce is now open. 🐳

We've spent years unifying every brand's marketing, sales, customer, and attribution data — normalized in one place.

Today we're launching the Triple Whale MCP.

Use it inside Claude, ChatGPT, Cursor, or your own agents.

We built the foundation. You pick where you use it.

https://t.co/XaeufVKHRx

[AJ Orbach 🐳 @AY_Orbach]

This entire website came out of one conversation with Moby.

It generated the images and videos with multiple AI models, wrote the copy, designed and built the landing page, used third-party tools, deployed it to a custom domain, reviewed screenshots, fixed the mobile experience, added the favicon, created a Google Form, then replaced the ugly embed with a custom-branded form that still submits into Google Forms.

And every time I gave feedback, it remembered the full context, changed the actual site, QA’d it, and pushed the next version live.

We’ve spent years talking about AI that can answer questions. This is AI that can create, operate, ship, inspect its own work, and keep iterating until the result is right.

Absolutely crazy🐳🐳🐳

https://t.co/y4flZyZhTL

[Maxx Blank 🐳 @aryehMaxx]

Running ads sometimes felt like day trading with my family’s income.

I remember waking up, opening the account, and instantly feeling my mood move with the numbers.

If ROAS was up, I felt amazing.

If ROAS was down, I felt the pressure immediately.

Because it wasn’t just a metric. That ad account was how I paid bills, supported my team, and took care of my family.

So anything that could help me operate faster, make better decisions, and remove some of that daily pressure, I wanted it.

Media buying is hundreds of small decisions every week:

Launch new creative.

Move budget.

Pause what’s not working.

Scale what is.

And every decision needed context.

What worked before?

How aggressive should we be?

That’s why we’re releasing Moby Actions today, and why it’s such a big deal.

Moby sits on top of your Triple Whale data, so it understands your brand, history, performance, rules, skills, and how you operate your ad account.

No MCPs to set up.

No APIs to wire together.

No custom data workflows to maintain.

It runs on the normalized data warehouse Triple Whale already built for you, with your permissions, clean data layer, history, and business context already in place.

Then Moby recommends the next best actions:

Adjust budget.

Launch a creative test.

Pause what’s not working.

Scale what is.

You approve what you want, and Moby executes directly into the ad channels.

With Moby’s Harness, you can also compare different models, see how their recommendations differ, and understand why.

So you’re not getting a black-box answer. You can evaluate the recommendation, choose the path you trust, and take action.

This is the thing I would have been chasing when I was running Madison Braids.

Not another dashboard to check.

A way to operate better, faster, and with less of that daily pressure on your shoulders.

https://t.co/IbCPDqchE1

[Ethan Shust 🐳 @ethanshust]

@triplewhale https://t.co/3VAqwUrR6E

[Ethan Shust 🐳 @ethanshust]

Today, we’re launching Moby Actions for media buying.

Give Moby your scaling rules, or ask it to audit your key ad channels and recommend what to scale, cut, or pause. It cues the changes for your review.

Less manual work. You stay in control.

Quick walkthrough below 👇

[Triple Whale 🐳 @triplewhale]

Most AI can try and tell you what to do next.

Moby can actually do the work.

Today, we’re launching Moby Actions, the execution layer of Moby 2.

Ask Moby to audit your key ad channels accounts and recommend what to scale, cut, or pause. Or give it the media-buying rules you already trust.

Moby turns those decisions into actions, shows you the supporting data, and queues the changes for your review.

Less manual work. You stay in control.

Learn more: https://t.co/I9Z3BxgYIO

[AJ Orbach 🐳 @AY_Orbach]

Today we launched Moby Automations 🐋

Moby built the launch page - and embedded ready-to-build automations inside it.

If you use Moby, click a button to launch agents for media buying, creative, reporting, inventory, and more.

https://t.co/vvTriSqIyT

[Maxx Blank 🐳 @aryehMaxx]

Media buying is changing faster than most people realize.

Don't believe me? @trueclassictees runs 100% of their Meta spend through automated media buying in @triplewhale.

Meta is their biggest channel.

When a brand hands you their biggest channel, that's the ultimate trust.

My wife and I built Madison Braids, and I lived in those ad accounts for years. Media buying is simple in theory, brutal in practice.

In theory: find the winners, cut the losers, keep the creative fresh.

In practice? You turn into a day trader. Glued to the dashboard, refreshing hourly, combing through spreadsheets, second-guessing every move.

And I'll admit the part nobody likes to: some days my mood was dictated by the ROAS in my own account. Numbers up, I'm flying. Numbers down, the whole day goes with it.

That's a brutal way to run a business and a worse way to live.

More data never fixed it. More dashboards, more "insights"...none of it gave me an hour back. It just gave me more to comb through.

That's why we built Moby Automations.

You hand Moby the repetitive work and it runs on a schedule, on your live Triple Whale data. And because it's built on frontier LLMs, it keeps getting sharper, reasoning through your data the way a good buyer would, not just following rules.

"Check my Meta campaigns every morning and give me actions based on my scaling rules."

"Find my fatigued creatives every week and build new variants from what's working."

Moby does the work and queues every action for your approval. You stay in control. Your team gets their time back.

But here's why I'm actually excited. It's bigger than time saved.

This is work that should be done by a machine. Hand it over, and you get back the parts that matter: your focus, your creativity, your humanity.

That's the real leverage. The machine watches the data. You go find the next channel, the next opportunity, the next bet that grows the business.

That's our play. Moby Automations are live. Go put one to work.

[Triple Whale 🐳 @triplewhale]

Moby Automations are live 💥

Because marketing teams shouldn’t have to spend hours every day on manual tasks.

Set a recurring media buying job once. Moby runs it on a schedule, on your real cross-channel data.

Scale winners.
Pause your losers.
Catch creative fatigue before it costs you $$.

Every action queued for your approval.

We meant it when we said you get more with Moby.

Read more: https://t.co/fvAns46Ux4

[AJ Orbach 🐳 @AY_Orbach]

Moby 2 + your data warehouse (Triple Whale) with models like Fable🤯