How campaigns, creative, offers, landing pages, and media buying really work.
Decode the systems behind modern marketing
Hi, I'm Raghav.
I write about the systems behind modern marketing: ads, platforms, psychology, ad tech, AI workflows, and the experiments changing how marketers actually work.
I have spent eight years on both sides of the ad auction, and this is where I share what I see, in plain language, for marketers who want to understand what is changing and how to use it.
- Programmatic
- Header Bidding
- Performance
- Psychology
- AI Workflows
Brands I have worked with
The wedge
Most marketers only see the dashboard. I have worked inside the machine behind it.
What you see
The dashboard: clean numbers, tidy columns, a settled story.
What actually happens
The machine: auctions, intermediaries, and the spend you never see.
What I write about
Six threads, one system.
How Meta, Google, LinkedIn, TikTok, YouTube, and X shape distribution.
Why people notice, trust, click, hesitate, compare, remember, and buy.
The plumbing behind digital advertising, from programmatic to measurement to inventory quality.
Real ways to use AI for research, strategy, creative, analysis, and reporting.
Small tools, vibe-coded builds, workflow tests, and lessons from building in public.
A little about me
I'm Raghav Mehra. For about eight years I have worked across both sides of digital advertising. Most marketers only ever see the dashboard. I have seen what sits behind it, and I have bought ads through it.
The goal here is simple, and I mean it: to help you get sharper as the rest gets automated.
More about me Notes
The latest notes.
This is for you if
you run the campaigns, build the funnels, and brief the creative, and you have started to feel that the visible work is getting easy to automate. You do not want more tools. You want to understand the machine well enough that your judgment becomes the thing nobody can replace.
This is not for you if
you want quick hacks, daily tool roundups, or motivation. There is plenty of that elsewhere, and it is not what this place is for.