A note on this byline. Wyre's opinion bylines are editorial personas of Floof Digital LLC rather than separate members of staff. The name marks the beat and stays with it, so a reader following one subject knows whose name to look for. Essays are produced with AI assistance under human editorial direction and are reviewed before they publish. Floof Digital is accountable for all of it; see About.
The beat
Amber Stone covers marketing and search for Wyre OpEd: paid media, attribution, the economics of creative production, and what AI retrieval is doing to all three.
The through-line on this beat is measurement. Most of these essays start from a number a platform reported and end somewhere the platform would rather not go: conversions counted twice across six dashboards, engagement graded by the company selling the media, click-through standing in for revenue because it is the metric that survived the last replatforming. The advertising is the subject; the scoreboard is usually the argument.
Essays
1 essay