# Advertisers journal

Campaign strategy, publisher monetization and the experience between them.

[All posts](https://jolts.xyz/blog.md)
[Advertisers](https://jolts.xyz/blog.md?category=advertisers)
[Publishers](https://jolts.xyz/blog.md?category=publishers)
[Engineering](https://jolts.xyz/blog.md?category=engineering)
[Research](https://jolts.xyz/blog.md?category=research)

- [The customer question is the creative brief](https://jolts.xyz/blog/the-question-is-the-brief.md): A worked example for advertisers: turn a broad product pitch into an offer that belongs in a specific conversation.
- [Your first AI-ad campaign needs a learning budget](https://jolts.xyz/blog/first-campaign-learning-budget.md): Decide what a small pilot should teach you, what would make you stop, and what the results cannot yet prove.
- [A click can be real without being incremental](https://jolts.xyz/blog/clicks-attribution-and-lift.md): How to separate a recorded action, an attributed sale and evidence that advertising changed the outcome.
- [The ad understood the question. The landing page forgot it.](https://jolts.xyz/blog/after-the-sponsored-click.md): A landing-page walkthrough for conversational ads, from product availability to the next decision the visitor needs to make.

[Browse articles on the website](https://jolts.xyz/blog)