Paid media
Why incrementality has replaced ROAS as the measure that matters
Finance is now asking a different question, and incrementality is the only lens that answers it.
Upp.ai insights team
26 Aug 20261 min read
Paid media
What is Microsoft PMax, and how is it different from Google's?
The same automation concept as Google's, with different inventory, less signal and its own pacing. Where the two differ and why they should be managed separately.
Upp.ai insights team
24 Aug 20261 min read
Paid media
Why the paid media market moves faster than teams can react
53% of PPC professionals say the job is harder than it was two years ago. The reason is not a skills gap: purchase intent now forms across more surfaces than any team can watch.
Upp.ai insights team
14 Aug 20262 min read
Paid media
The 17 August bidding audit: is your outperformance strategy, or drift?
From 17 August, budget-limited campaigns on Target CPA and Target ROAS will deliver the number you typed, not the number you got used to. More configuration work has just landed on every media team. The winners will treat it as strategy.
Upp.ai insights team
13 Jul 20269 min read
Paid media
The State of PPC 2026: control is now the scarcest resource in paid media
Global ad spend crossed $1 trillion in 2025. The 1,306 professionals behind the industry's largest survey say the work has never been harder to control, or to prove. Here is what the data actually says, and what the strongest teams are doing about it.
Upp.ai insights team
9 Jul 20266 min read