THE FISH RIVER BLOG
What we see inside the accounts we run, and where the industry is heading. Paid media, platform shifts, AI, and measurement for challenger brands.
September 2026 · Paid Media
Meta has the best creative-to-audience matching in advertising, and it will mismanage your creative portfolio while it uses it. What challenger brands should actually do with Advantage+ shopping, and why the textbook fix is wrong at lean budgets.
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September 2026 · Paid Media
The algorithm will not save you: running paid media for challenger brands
At the holding companies, my job was mostly proving our ads worked. At my own agency, the job is making them work. Field notes on bidding, platform levers, and the one lever both algorithms feed on.
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