MixlamEST. 2024 · BARCELONA
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FIELD NOTES

Plain English
on programmatic.

Essays on media planning, measurement, and the budget conversations most agencies avoid having clearly.

BRAND VS PERFORMANCE9 min read · May 2026

Your performance metrics are winning battles and losing the war

CPA is down. ROAS looks great. So why does it feel like you're running faster just to stay in place?

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FREQUENCY & ATTENTION12 min read

Top of mind is not an accident: the science of frequency, attention, and format

Most brands think they have an awareness problem. What they actually have is a memory problem — and the difference is engineering.

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SUPPLY CHAIN8 min read

The cheap impression illusion

Less than half of every euro entering a DSP reaches a real person in quality content. Where the rest goes — and how to stop paying for it.

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BUDGETING9 min read

Share of voice, share of mind

A fifty-year-old rule that predicts market share growth better than anything in your dashboard — and the reason most companies set budgets without using it.

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