daniel gilbert

Daniel Gilbert

About Daniel Gilbert

Daniel Gilbert is CEO of Brainlabs.

The division between strategy & execution is meaningless in a biddable world

The differences between the digital and pre-digital era of advertising aren’t as big as many like to think.

Underlying any marketing campaign, there is still (as there was in the past) a big idea that unifies communication across every channel, a distribution plan, an audience strategy, a measurement strategy, and a set of objectives.

How to get the most out of audience data in programmatic

One of the great advantages of programmatic is access to audience data.

On top of the first-party data a business might hold, there is an enormous supply of third-party data that can be added to enhance targeting. Despite this, a CIM report this year found that 50% of all marketing is deemed ‘irrelevant’ by the audience it reaches.

google ads

An AdWords script to reverse Google’s new ‘close variant’ matching

AdWords is ending exact match. Here’s a script to stop ‘close variant matching’ and keep exact match…exact.

Every so often, Google announces a change to AdWords that has significant consequences for account management.

Last year the big shift was the introduction of Enhanced Campaigns, the main element of which was the merging of desktop and tablet targeting settings and the loss of the ability to exclusively target mobile devices.

Now we’re on the cusp of Google’s latest alteration going live: the removal of strict exact keyword matching.