In the AI era, how do you get an edge in the ad account? @codyplof (CEO, Jones Road) and @couuor (CMO, Ridge) stole the show at Meta Performance Marketing Summit. Then they debriefed to answer that question … - When low ROAS works - CPMR for new reach - $200 flat fee for creators - 1,200 TikTok posts/wk - 6 creators, 60% of revenue - Catalog beats creative?

Meta says consolidate … - One pixel - One CVR event @couuor (CMO, Ridge) tried that. The result? 40% of revenue attributed to travel ads came from non-travel products (vs. a baseline of 6%). In other words: Meta took “credit for purchases of orders that we didn't really want to be generating with those ads and those ad dollars.” The solution? Don’t consolidate. Feed Meta the right signal.

Great night. 🥂

.@codyplof measures every reach tactic three ways. 1️⃣ Bottom funnel incrementality Is it driving new customers profitably? 2️⃣ GA4 lifted sessions Is it increasing sessions and at what cost? 3️⃣ Brand lift study Is it moving awareness and consideration? Why? You can’t hold upper funnel tactics to bottom funnel standards — but also … “I can’t just allocate money to reach campaigns. I need the other data sources together to paint that fuller picture.”

I’m lucky for my Marketing Operators cohosts When I explain I have podcast I can say it’s with execs from *~BOBBI BROWN’s~* brand and *~GORDON RAMSEY’s~* company. Women recognize it, old guys know it, cool Gen Z people kind of get it. But they have to explain they do record with a Wallet company cmo?? One that sells wedding bands, power banks, luggage and curb chains..? And the CEO just posts memes all day?? I’m contributing little clout to the pod

.@andrewjfaris gave us the definitive answer to the age-old question: agency or in-house? “What you should do is get the smartest people doing the smartest things on behalf of your business at a price that makes sense for your business.” With one caveat … <$50k/mo on Meta? Manage it yourself. You’ll learn a ton dodge crappy agencies. >$50k/mo on Meta? Find the smartest person (agency OR in-house) and hire them.

Mars Men hit $100M and 400k customers in 18 months bootstrapped. L Catterton wrote them a $27.5M check. Who’s behind it? @zachmstuck NEW OPERATORS TITANS ↓ @Seanfrank @mbertulli Dropped out of college Built a top DTC agency Helped HexClad to $150M 7 brands of his own Shut down 5 of them Nearly lost everything Bet it all on socks Then … testosterone 2026, 4 deals in 60 days “I could go back to zero and I would be just fine because I love the game.”

This is where my cat decided to sit for the entire recording of this ep

The word of the year in ecom is “incrementality.” But what is it? How do you test for it? And when does it go wrong? @Seanfrank and @KatyMimari gave away the insider playbook w/ @MAustinHarrison (Co-Founder, @northbeam) … - 50M threshold; MTA 10M - Ridge’s testing workflow - How to avoid false results - “Run longer tests” is wrong - What’s working right now

This is 1 of 3 podcasts I actually listen to regularly. Marketing is something that takes a lifetime to master. These guys are just good at it and I feel smarter after I listen.

BREAKING: Hims & Hers closes acquisition of Eucalyptus - $1.15 billion - 850k customers - Five countries - $450m ARR @AndrewDudum, “The most enduring consumer companies are the ones that create a completely new way of experiencing the most personal parts of our lives.” We couldn’t be more thrilled for @_Timdoyle, Andrew, and both teams! Here’s to $6.5 billion in revenue and $1.3 in adjusted EBITDA by 2030 … and beyond 🥳

I miss the old Sean Frank That hobo beard Sean Frank Dead in the eyes Sean Frank Smoke cigarettes Sean Frank I hate the new Sean Frank No doomer mood Sean Frank Spaz LA news Sean Frank Pull-ups for views Sean Frank I love the old Sean Frank Just wallet sales Sean Frank F*** all the trains Sean Frank No powerbanks Sean Frank See, he invented Sean Frank It wasn’t any Sean Franks Now I look and look around And there’s so many Sean Franks I used to love Sean Frank I used to love Sean Frank Even made Simpsons memes I thought I was Sean Frank What if Sean Frank wrote a tweet about Sean Frank Called “I miss the old Sean Frank” Man, that’d be so Sean Frank That’s all we want, Sean Frank We still love Sean Frank And I love you like Sean Frank loves Sean Frank

I recently built a 'Head of Growth' into a Claude project by transcribing all the @M__Operators podcast episodes and throwing them in there. Now, I have a HOG sparring partner that I can use on specific topics. I get to pick @codyplof @couuor & @connorrolain 's brain everyday.

It’s no secret that we need Meta … but did you know, META NEEDS US! Live, in-person at Meta Performance Marketing Summit: @couuor @connorrolain @codyplof @JasonPanzer @mbertulli @KatyMimari If you missed the summit, we got your back. Full bonus episode out now. - Catalog is the new pixel - Interest targeting is dead - Signal engineering alpha - AI era of media buying - Andromeda, Lattice, GEM - Automatic ad uploading - Idea → launched in 24hr - Internal data warehouse - Claude is table stakes - 50% budget → gen AI - Other 50% → creators - (Brand is the only moat) - High AOV versus low AOV - GMV-max-ification of media - Meta competes with Shopify?

Unrivaled access? Yes. Deep, secret inner workings of the Meta ad machine? Of course. Must listen? Wrong! MUST. WATCH. Full podcast below ↓

The MOPerators dropping the inside scoop. And is that @AaronOrendorff bringing the heat? Dang. Love this intro vid. A few calllouts here (from the guy known for YouTube). - DTC needs Meta - Signal engineering is worth nerding out on! - Marketing problems are fun problems to solve

Sorry if I appear a little tipsy in this video. I took a shot every time Meta said AI on stage. Kidding, but you can bet there was a big ai focus. Want to hear what they talked about for two days and our reactions to it? Check out the live pod below. Fun times as always and super cool of Meta for having us.