Editorial Policy: How We Research, Write and Correct Posts

Every post on our blog is researched from public sources, drafted with AI assistance, and read and approved by a person on our team before it goes live. Nobody pays to be mentioned, and we never invent results.

How a post gets made

1. One question, one post. Each post answers one question DTC brands actually ask about their ads.
2. Research from public sources. Industry studies, platform documentation, published benchmarks, and the public ad libraries, above all the Meta Ad Library. We use AI research tools to gather and summarize sources, then build the post from what they actually say.
3. A signed-off title and outline. A person approves the title, angle and outline before any drafting starts. The outline puts the answer up front and orders everything else by how much it matters to the reader.
4. An AI-assisted draft. A language model drafts the post from the approved outline and the research, under our house rules: answer first, no invented numbers, and third-party figures framed as the source's finding.
5. A human review. A person reads the full draft, edits it, and approves it. Nothing publishes without that approval, and each post goes live on a date that person sets.

Posts carry the byline of Camille Chen, our creative strategist.

What we will and won't claim

• Third-party numbers stay third-party. A statistic from a study or a platform is presented as that source's finding, never as our result.
• Our own data is labeled as ours. Some posts rest on our own review of live ads in the Meta Ad Library, like our 90-Day Test of 400 ads. Those posts say how the ads were picked and counted.
• No invented results. We never make up client results, testimonials or reviews. When we don't have a real figure, the sentence goes without one.
• Opinions are opinions. Posts take positions on what works. Where the evidence is thin, we say so in the sentence.

Images, diagrams and video

We make our diagrams and charts from the data in the post; they don't come from stock libraries. Illustrative images may be AI-generated; we don't present them as photos of real people, products or results. The video samples on our homepage are samples that show the kind of ads we make.

Independence

We don't publish sponsored posts, sell placements, or use affiliate links. When a post names a tool, platform or agency, nobody paid for the mention.

We do sell creative services, and every post ends with an offer of a free creative teardown. That is our only commercial interest in what we write.

Corrections and updates

If you spot an error, tell us through our contact form and pick "Something else". We check the claim against its source and fix the post when it is wrong.

When we change a post in a meaningful way, it shows an "Updated" date next to the original publish date. We also revise posts when research ages or platforms change, so the advice stays current.