What we cover
Thirteen desks
Each desk has a defined scope, a named set of primary sources, and a promise about what it will and will not cover. The boundaries are published because a desk that covers everything covers nothing.
Six desks are marked anchor. Those carry the heaviest coverage because they sit closest to where digital revenue is won or lost, and because they are the disciplines where the gap between vendor claims and practitioner reality is widest.
D01
Anchor
AI & Automation
What AI actually changes in marketing operations — and what it doesn't.
In scope
Model and platform releases affecting marketing; AI in ad platforms; automation of marketing operations; agentic workflows; AI search behaviour; governance and disclosure.
Out of scope
General AI industry news with no marketing consequence; model benchmark scores; funding rounds.
Sources: model provider release notes and docs · ad platform AI announcements · MarTech.org · chiefmartec · peer-reviewed and industry research
D02
Anchor
Search & Discovery
How people find things now, and what that means for your traffic.
In scope
Algorithm and ranking changes; AI Overviews and generative search; structured data; site health; discovery on non-Google surfaces; zero-click behaviour.
Out of scope
Tactical link-building; local SEO minutiae; tool tutorials.
Sources: Google Search Central · Search Engine Land · Search Engine Roundtable · Search Engine Journal · Bing Webmaster blog · first-party Search Console data
D03
Anchor
Paid Search & Performance Media
Where performance budget works, and where the platforms are marking their own homework.
In scope
Ad platform product changes; bidding and automation; measurement of paid performance; budget allocation; platform policy affecting spend.
Out of scope
Account-management how-tos; individual campaign case studies without transferable lessons.
Sources: Google Ads · Meta for Business · TikTok for Business · Microsoft Advertising · Amazon Ads · Performance Marketing World
D04
Social, Creators & Community
Platform reality for brands, without the trend-chasing.
In scope
Platform product and policy changes; creator and influencer economics; community as a channel; organic reach reality; social commerce.
Out of scope
Individual viral moments; trend explainers with no commercial consequence.
Sources: platform newsrooms (LinkedIn, TikTok, Meta, YouTube, Reddit, Pinterest) · Social Media Today · creator-economy research
D05
Programmatic, Retail Media & AdTech
Where the money actually goes between your budget and a human being.
In scope
Programmatic supply chain; retail media networks; CTV; identity and addressability; adtech consolidation; brand safety.
Out of scope
Vendor product marketing; DSP feature announcements without market consequence.
Sources: AdExchanger · ExchangeWire · IAB and IAB Tech Lab · retail media network announcements · The Media Leader
D06
CRM, Lifecycle & Loyalty
Owned channels, honestly measured.
In scope
Email deliverability and sender requirements; lifecycle and retention; loyalty economics; CDP and segmentation; SMS and push.
Out of scope
Subject-line listicles; template roundups.
Sources: mailbox provider sender requirements · ESP and CDP release notes · deliverability research · retention benchmarks
D07
Anchor
Data, Analytics & Measurement
Whether your numbers mean what you think they mean.
In scope
Analytics platform changes; attribution and incrementality; measurement standards; consent impact on data; MMM; benchmark quality.
Out of scope
Dashboard tutorials; tool comparisons without methodology.
Sources: GA4 and Adobe release notes · IAB measurement standards · MRC · WARC · Nielsen and industry measurement bodies
D08
Anchor
Ecommerce & CRO
What actually moves conversion, and what is survivorship bias.
In scope
Platform and marketplace changes; checkout and payments; conversion research; pricing and merchandising; marketplace economics.
Out of scope
Hack listicles; A/B test results published without sample size or duration.
Sources: Shopify · Amazon Seller Central · Adobe Commerce · Baymard Institute · Modern Retail · payment provider research
D09
Creative, Content & Brand
Effectiveness evidence, not awards-circuit opinion.
In scope
Creative effectiveness research; brand versus performance allocation; content strategy; distinctive assets; measurement of creative.
Out of scope
Campaign reviews as entertainment; award-winner roundups.
Sources: effectiveness research bodies · academic marketing science · IPA and Effie case archives · Contagious
D10
MarTech & Marketing Operations
Stack decisions with the vendor marketing removed.
In scope
Stack architecture; vendor consolidation and pricing; integration reality; implementation failure patterns; ops maturity.
Out of scope
Vendor press releases; feature announcements; ranked tool roundups.
Sources: chiefmartec · MarTech.org · vendor changelogs and pricing pages · practitioner research
D11
Anchor
Digital Strategy, Leadership & B2B
The operating decisions that separate digital leaders who last from those who don't.
In scope
Digital operating models; budget and org design; transformation programmes; B2B go-to-market; board-level digital accountability; the CDO role itself.
Out of scope
Generic leadership content; motivational material.
Sources: Marketing Week · consultancy research · B2B research institutes · earnings calls and annual reports · practitioner interviews
D12
Privacy, Trust & Responsible Digital
What the rules now are, and what happens if you ignore them.
In scope
Data protection regulation and enforcement; consent and CMP; AI regulation; advertising standards rulings; competition action affecting platforms.
Out of scope
Legal advice; speculation about pending legislation without a source document.
Sources: ICO · EDPB · EU regulatory publications · ASA rulings · CMA · IAB frameworks. This desk carries the highest evidence-grading discipline: we cite the primary legal text, never a summary of a summary.
D13
Talent, Team & Agency
How digital teams are actually built, paid and structured.
In scope
Team structure and capability; salary and skills data; in-housing versus agency; agency model change; hiring market reality.
Out of scope
Individual job moves; agency new-business wins.
Sources: salary and skills surveys · holding company results · recruitment market data · Campaign · practitioner interviews
Primary sources our desks track
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