4 min read
I read 22 DTC ad accounts. Ten had no cold-audience entry.
A first-party read of 22 US DTC advertisers in the Meta Ad Library, July 17 2026, sorted by awareness stage. Ten had no problem-level ad live at all.
Andreas Filimon
Field Notes
Dispatches from building a creative strategy loop that compounds — what works, what doesn't, and why.
Recent dispatches
3 min read
Your problem-aware ads may run on someone else's account
In the same read of 22 DTC advertisers, the missing top-of-funnel creative often was not missing. It was live on a retailer's account, or a creator's.
3 min read
Five of 22 accounts opened cold. What they did differently.
The same read of 22 DTC advertisers, inverted: what the five accounts with a real cold-audience entry had in common, across five different categories.
Weekly dispatch — in preparation
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