Case Study: Paid Social Efficiency Without Cheap CPMs
I have covered platforms like this for more than seven years, and CTR up 33% with modest CPM rise — creative drove the quarter.
The useful question is not whether AI shows up in the stack. It already does. The question is who owns taste, safety, and measurement when the platform rewrites the asset.
- Write the hypothesis first
- Capture baselines before launch
- Separate correlation from causality
| Signal | Detail |
|---|---|
| Metric | Before → After / Signal |
| Shopping share | 22.1% → 28.4% |
| DSP Prime Day | 17.9% → 25.5% |
| Title recognition | ~33% knew Ted Lasso source |
Pros
- Clear decision metric
- Time-bound observation window
- Named data source
Cons
- Short windows can mislead
- Platform data is partial
- Creative confounders
Source: Skai. Numbers and product claims above come from that reporting; interpretation is mine.