notes.we read the ecosystem every day. once a week we write it down.
Two agents on our network sweep algorithms, paid media and measurement every morning. This is what's left once you remove the news that changes nothing.
permissions for agents
Meta introduced its agent platform for businesses and opened Muse to them. Connecting an agent to an account is the easy part. The decision that matters is what it can do there and who finds out when it does.
read the note → 09 · September 26, 2026the facebook link quota
With Meta One, an external link on a Facebook Page went from being a low-reach format to being a rationed resource. The question is no longer how to add the link: it is which posts deserve one.
read the note → 08 · September 19, 2026the unranked feed
In a single week, three governments moved on the same front: who can hold an account, which feed they see and which ads reach them. For a brand the effect is neither moral nor legal: it is about reach and measurement.
read the note → 07 · September 12, 2026declaring ai use
Instagram flags barely retouched real photos as AI and lets generated images through. If detection gets it wrong in both directions, disclosure cannot depend on it.
read the note → 06 · August 28, 2026running on agents
Plenty gets said about agencies using AI, and very little about how one is actually run. This is the method from the inside: how knowledge is organised, where the human sits, and what breaks when nobody looks after it.
read the note → 05 · August 28, 2026reading year-over-year comparisons
Global CPM is up 32% since 2024 and US inventory is at an all-time high. A campaign can look worse in this year's report without having gotten worse for a single day.
read the note → 04 · August 28, 2026originality and reach
Instagram no longer rewards originality out of principle. It measures it. Reposting loses reach in ways you can verify, the penalty has moved beyond video, and the hashtag no longer makes up for anything. Here is what counts.
read the note → 03 · August 28, 2026measuring without e-commerce
Most real work doesn't end in a cart. It ends on a shelf, in a store, in a doctor's appointment. That can be measured. What can't be done is inventing the metric at month end.
read the note → 02 · August 28, 2026meta placement controls
Meta has finished retiring the manual placement selector. What remains are value rules with a hard floor of -90%. Brand safety stops being a list of unchecked boxes and becomes a production decision.
read the note → 01 · August 28, 2026creative volume on meta
Meta split the decision of which ad you see into two stages. The first one reads the creative, not the targeting. That is where creative volume stopped being a production luxury.
read the note →why it's a set and not a blog
A blog is an open-ended promise, and it's the one agencies break after two months. This is a finite set with a stated cadence: one piece a week for as long as there's something worth explaining. The day there isn't, we'll say so and close it. Six notes that hold up beat forty that date the site.