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The Journal

Writing on decisions,
and how they get counted.

Long-form pieces on advertising attribution, comparison media, and the quiet ways the signals people rely on get corrupted. No news, no listicles, nothing published to hit a keyword.

2 articlesWritten in-houseNo sponsored posts
Featured

Your ads are optimising for the wrong people, and your dashboard will never tell you

Fifty leads, three customers, and an algorithm that was told all fifty were wins. This is the most expensive measurement gap in lead-generation advertising — and the reason it survives is that every number on your dashboard looks fine while it happens.

22 Jul 2026 8 min read 1,670 words Attribution · Google Ads · Measurement
5 Aug 2026
8 min read

Why most "best of" lists are rate cards wearing an editorial costume

Nobody sits down to write a dishonest ranking. The corruption is structural, incremental and entirely rational at every individual step — which is exactly why it is so widespread and so hard to see from the outside.

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