Xavier Litt

@AlfieJCarter Invite

just made a private group for GTM engineers and agency owners we'll be sharing the most in-depth cold outreach strategies there is and you'll be able to network with other killers in your space reply "invite" + follow and i'll send you a link

@georgeclem Valid take. What would solve this without missing opportunities is tracking closed clients and LTV by type of ads to do true ROAS-based optimization. Too many people don’t do this because tracking is boring and though, but this is the way.

Static ads get me $200 per call. Video ads get me $400 per call. I only run video. Here's why: Prospects from video ads show up to calls knowing who I am and what I sell. Prospects from static ads show up confused. They click because the headline was interesting, but they don't remember the offer or my face. Video forces them to spend 30-60 seconds with you before they click. By the time they book a call, they've heard your voice, seen your face, and understand your offer. Combine that with a VSL and pre call sales material, and the call becomes about closing, not educating. With static ads, your setter spends 10 minutes explaining who you are and what you do. Then the prospect no-shows because they weren't that bought in to begin with. I'll pay $400 per call from video over $200 per call from statics every single time. Because the video leads close at 3x the rate and actually show up. Cheaper leads are worthless if they don't convert.

@tibo_maker I’ll do a free audit for you. I’ve been a customer of Typeframes/Revid and Outrank for a while now, happy to help 😄

any great Google Ads person willing to have a look at the Outrank accounts for a quick audit?

New Geo Performance Report now live in Ad360. Explore Auctions, Impressions, Clicks, CTR, and Viewability directly on the map to see where your campaigns truly perform best.

Making highly contextual offers works. We’re preparing the transition of over 5,000 campaigns from Xandr to @Ad360Media And in the process, we're turning what could have been a big headache into a chance to improve automation, ad targeting, and automated QA, monitoring and reporting.

Xandr DSP is shutting down. Microsoft says it no longer fits their AI vision. That’s a clear signal: legacy platforms are being left behind. Ad360 was built from the ground up with AI at its core, after 10 years of machine learning research for programmatic media buying. We’re offering a limited-time migration package for Xandr clients to help make the transition and support teams by providing a pain-free switch: -> 50% lower platform fees -> Full-service campaign rebuild -> No setup or implementation costs -> No commitment This is not just a replacement. It’s a real upgrade. ad360.media/blog/xandr-dsp…

@HatesAdtech What if the agent sets up campaigns in Meta, Google and programmatic publishers (at least retargeting + some relevant contextual segments)?

1. Everyone should read my new article, link in comments. 2. An agentic tool that just sets up campaigns in Facebook for you will mop the floor with an agentic tool trying to configure line items in 800 publisher adservers, pace them, etc. Thanks for coming to my ted talk, fight me.

@theisaacmed Only button colors and text changes? Amateurs. Real pros would have increased button size and succeeded in increasing revenue

The most stupid use of money I ever had was a CRO agency I hired 3 years ago. Sold me on big revenue increase based on an audit. I had never hired an agency before. 3 month project, big retainer to test some button colors and text changes. No CRO lift.

@AndrewLolk You’ve got a point. But instead of not doing these things, automating them is the solution. 5%-10% gains on large budgets can be significant

I keep seeing the same thing pop up in PPC groups lately: 🔹 Scripts to automate negative keywords in PMax 🔹 Placement exclusions in PMax 🔹 People obsessing over the new search partner report And honestly… you’re missing the point. - Negative keywords? Maybe a **5% improvement**, or more likely you negate too much - Placement exclusions? **Ridiculous.** Don’t waste your time. - Search partner performance per partner? **Completely irrelevant.** The volume is tiny—you’ll never move the needle here. - Spending hours reviewing individual partners to exclude? Please dont. 👉 Instead, level up. - Get better at strategy. - Understand pricing complexity. - Learn how smart bidding *actually* works (and how to tweak it) - Build better campaign structures. - Understand incrementality and tracking. - Sharpen your marketing skills. These are the things that make you indispensable as a consultant. Not chasing 1% optimizations nobody cares about—not your clients, not your boss, not the account. Stop wasting your time.

@Adtechfather @KarstenW Switching costs is already at 0 with @Ad360Media automatically transferring any number of campaign from any DSP to Ad360 -> and cutting fees in half

@KarstenW Agreed, though once one major buyers proves GenAI workflows cut friction and bring switching cost to 0, the domino effect should shrink the timeline.

Workflow moats at the DSP layer are sandcastles against the GenAI tide. From campaign planning → creation → activation → optimization, interfaces will be unrecognizable — and DSP switching costs should crash to zero. Gen AI based workflow is great workflow equalizer.

@KarstenW @Adtechfather It’ll come sooner than you think 👀 @Ad360Media

@Adtechfather Good point. Will still take a few years.

True for other lesser-known platforms too. @Ad360Media isn’t famous (yet), but for any programmatic buyer switching over: -> We'll cut your take rate in half -> We'll migrate all your campaigns automatically -> We'll provide a white-glove service the big guys won’t match And our AI isn’t hype. We published our first ML paper 10 years ago.

New: Yahoo’s DSP is regaining mojo as brands look past Google DV360 & The Trade Desk. Why? Take rates. Yahoo takes ~10%, skips ad serving fees. TTD rates run ~30%. In a cost-conscious market, that pitch resonates—even if Yahoo isn’t in the same league as the big three. Details ⤵️

@ProgrammaticJoe @Ad360Media

Name a DSP with no minimums and or low point of entry to begin running campaigns. Must have access to: -CTV, Display, OLV -Natively integrated data marketplace -Ability to support PMP and PG -Optimization algos (native and 3rd party) - self service reporting UI Tag them

@tkawaja AIscape is a great idea. How can we get @Ad360Media & @skylads positioned? Having AI/ML papers published in scientific reviews should help us differentiate from AI Poseurs :)

LUMA is working on a comprehensive LUMAscape for AI and Ad Tech. From our research it is clear that there are 3 categories of AI companies: 1) AI First, 2) Fast Adapters and 3) AI Poseurs. The examples provided are illustrative but we’d love to hear from those who can demonstrate they belong in category 1 or 2. Let the mayhem commence…

@DTCMidas @ashvinmelwani Facts

@ashvinmelwani Absolute savage ones not on here, locked up in a small room with oversized headphones, checking the ad accs all day.

Who are the most absolute savage media buyers that you’re following rn? Tag below.

@levelsio @KimvonDaniken @linode @FAL Would you consider working with affiliates? You’d pay a fixed price per subscription, and the affiliate covers the ad spend and manages the campaigns. This way, you take no budget risk, and only profitable affiliates scale up.

@KimvonDaniken @linode @FAL I always have negative ROI

I have zero co-founders, zero employees and zero ad budget Just me, my server costs (right now a $384/mo 64GB 16-core @Linode) and GPU cost (mostly on @FAL) My profit margins are 80% 90% of my costs are GPUs, if no GPUs it'd be 99% profit All my marketing is tweets like this

I just noticed the “Test.” at the end of the email. Neat. Not a joke, this is actually the email we got after subscribing, for real.

Just got an official “Meta Vderified subscription is in review” email from Meta. Yes… Vderified. This is a company worth almost $2 trillion. You’d think someone would proofread their automated emails before sending them out to paying customers. Apparently not. Maybe nobody signs up for this service? We only signed up because, while in a chat with Meta support, they told us they wouldn’t help unless we bought the verification! And yet, despite our clients spending millions every month on their ads, we still get zero real assistance. P.S. If anyone from Meta support reads this, please reach out. We really need help.

@BitcoinMaroc @mageeclegg Trying to combine the two! Ambitiously climbing to the top, while enjoying the sun :)

@mageeclegg Dat u? @xlitt

I knew a guy… CEO of a massive company. Made it to the top. Retired at 65. Died three years later. Heart attack. All that stress. A lifetime chasing prestige… Just to buy a few years of peace… with bad health and constant doctor visits. I’d rather live in Rio de Janeiro on minimum wage… beer at noon, sun on my face, music in the air, and a beautiful woman who makes you forget what ambition feels like. Maybe I die earlier. But goddamn, at least I lived. You only get one ride. Make it count.

Spent the day setting up tracking for new ads clients. Not “creating ads.” Not writing copy. Just making sure conversions will be seen and fuel ads optimization. It’s wild how fragile attribution still is in 2025. One wrong setting in CM360, or a lazy GTM tag setup, and your entire ads campaign management becomes guesswork. So yeah, today looked like: •Struggling with client's obscure funnel builders and custom checkout platforms •Debugging scripts & iframe blocks •Parsing dataLayer and sessionStorage to pull dynamic revenue & variables •Review triggers & tag Not glamorous. But when ROAS jumps later, this is why. Most marketers still underestimate how much their performance relies on clean, consistent, boring tracking setups.