Insights on household intelligence, enrichment and audience activation.
Field notes from the team building the future of UK customer data. For performance, CRM and data leaders.
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Facebook Custom Audiences: How to Create, Sync and Exclude Them (2026)
Every Custom Audience type, the exact setup steps, why match rates decide performance, and how enriched Klaviyo segments make better seeds.
How to Target a Specific Audience on Facebook Ads (Without the Black Box)
Business owners, recent movers, high-income households, specific postcodes. The practical guide to reaching the audience you actually want on Meta.
How Much Do Targeted Facebook Ads Cost. And How to Lower the Number
What you should expect to pay for Facebook ads in 2026, why CPAs keep drifting up, and the targeting moves that quietly cut wasted spend.
Meta Removed Detailed Targeting. Here's What D2C Brands Should Do Instead
Meta has progressively retired thousands of targeting categories. The fix isn't broader targeting. It's bringing your own household-level audience to the auction.
Cookieless Targeting: What It Actually Means for UK D2C Brands in 2026
Cookieless isn't a single event. It's a slow tightening of every signal you used to take for granted. Here's how UK D2C brands replace it with deterministic household data.
How to Test Paid Social Creative (and What Budget You Actually Need)
A practical creative-testing framework for paid social. How to structure tests, what to spend, and why audience choice quietly decides which creative 'wins'.
How Does Meta Ad Targeting Actually Work in 2026?
Inside the Meta black box: Advantage+, broad targeting, and why most brands have lost the audience lever. Plus how to get it back at the household level.
What is Paid Social? A Plain-English Definition (and Why It's Quietly Changing)
Paid social is more than 'ads on Facebook'. Here's what it actually means in 2026, why CPMs keep climbing, and how household-level targeting is putting marketers back in control.
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