The Disruptive Download
The “Digital” Agency Myth Exposed
Depending on what analysis you read, anywhere from 1/3rd to over ½ of paid ads are being served to bot traffic and fake MAIDs. But what IS universally understood, is that fraud is rampant. Drinking one’s own Kool-Aid almost always leads to failure. Never has that been more true than in 2025 in the world…
Read MoreReady, Fire, Aim!
And Other Stupid Shit Your Agency Is Talking You Into… As the CEO of an AdTech/ Marketing company, built in a hybrid model specifically designed for the challenges of 2024, my biggest market challenge is collective stupidity- or- group think. I’m not saying others are stupid, I’m saying that pretending like the whole ad serving…
Read MoreLessons Learned
This is why I built a tech stack for capital market CEOs Navigating capital markets is incredibly difficult. We took our company public in 2022 and have seen the best and worse it has to offer. That’s for another discussion. One of the biggest challenges is selecting the people you are going to war with.…
Read MoreExposing Meta’s Fake Lead Traffic: A Wake-Up Call for Marketers
As marketers, we’re always navigating the ever-changing landscape of digital advertising platforms, seeking innovative ways to reach our target audience and drive meaningful results for our clients. However, recent events have shed light on a disturbing trend that threatens the integrity of our efforts and the trust of our clients. We’ve uncovered Meta’s unsettling practice…
Read MoreThe Adtech Game of 3-card Monte!
Agencies touting a data asset giving them the ability to address 70%-80%-90% of adults might be right when they say they can serve that many people ads. But ask yourself this, does it make sense to market to 200 million people? Probably not and more to the point, it is incredibly wasteful to market to…
Read MoreThe Adtech Problem
“Advertising technology, also known as adtech, is an overarching term that describes the tools and software advertisers use to reach audiences to deliver and measure digital advertising campaigns” As the CEO of Specificity, I have always tried to be as authentic as I can be. I’m a blue-collar guy from KC and very much believe in…
Read MoreThe Problem with Reliance Upon Adtech
My dad, who was a union man, always said about the union, “The only promise the union truly delivers is that you’ll make exactly the same amount of money as the dumbest guy that was hired the same day you were.” A unique perspective from a lifelong Teamster. I see Adtech platforms in much the…
Read MoreApple has finally followed suit and is taking advertising into their own hands– now what does this actually mean?
Apple has recently unveiled their newest products in a live event, but the new iPhone, Apple Watch, and AirPod features are not what made our ears perk up… it was the fact that they are now going to be selling online advertising. This is something they have never embraced before. We saw this coming when…
Read MoreOur thoughts and prayers are with those whom have been affected by Hurricane Ian!
First we want to start out by saying our hearts go out to everyone who was affected by Hurricane Ian. It is absolutely heartbreaking for us at Specificity to see the devastation the people of Fort Myers and neighboring areas have to endure. With a majority of our team residing in the Tampa Bay area,…
Read MoreYou shouldn’t be asking who your target audience is… you should know.
Trying to find your audience using Big Social feels a bit like going up a down escalator. Big Social can no longer target like they used to. This means you’re creating more work with less to show for it. Using Big Social, you are now forced to increase your spend to a wider audience to…
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