{"id":11261,"date":"2026-04-10T01:03:49","date_gmt":"2026-04-10T05:03:49","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/04\/10\/how-signal-poor-brands-can-make-automation-work-anyway\/"},"modified":"2026-04-08T18:10:46","modified_gmt":"2026-04-08T22:10:46","slug":"how-signal-poor-brands-can-make-automation-work-anyway","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-signal-poor-brands-can-make-automation-work-anyway\/11261\/","title":{"rendered":"How Signal-Poor Brands Can Make Automation Work Anyway"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Anthony Costanzo, Chief Analytics Officer, Mile Marker<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Marketing automation platforms were supposed to simplify everything. Feed the machine enough data, trust the algorithm, and let performance take care of itself. For ecommerce brands, that promise has mostly held. For CPG and other \u201csignal-poor\u201d categories, it hasn\u2019t.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Yet Google Performance Max and Meta Advantage aren\u2019t optional. They are now core buying mechanisms\u2014baked into platform roadmaps and sales incentives. Brands that avoid them do so at their own risk. The problem isn\u2019t whether to use these tools; it\u2019s how to use them when your business model doesn\u2019t naturally generate the signals they require.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Automation systems are only as good as the data they learn from. Ecommerce brands hand over transactions, carts, and customer histories. Most CPG brands can\u2019t. Their sales happen through retailers. Their websites are informational. Their conversion events are, from the platform\u2019s perspective, largely invisible. The result is a black box optimized against weak proxies\u2014and often delivering weak results.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Still, there are ways forward. None are perfect. All involve tradeoffs. But together, they form a practical framework for making automation work in categories where signal scarcity is the rule, not the exception.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>1. Stop Optimizing to Easy Signals<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">When brands lack purchase data, the temptation is to substitute engagement metrics: time on site, scroll depth, page views, button clicks. These feel like reasonable proxies for intent. In reality, they\u2019re exactly the kind of signals automation systems exploit.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Machine-learning platforms are extremely good at finding people who will sit on a page for 30 seconds or tap a button\u2014often without any commercial intent. The result is cheap traffic, impressive in-platform metrics, and little real-world impact. In some cases, brands even see spikes in traffic from geographies, devices, or audience segments that don\u2019t resemble their customers at all.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A better approach is to define <em>significant actions<\/em>\u2014behaviors that are both meaningful to the business and difficult for algorithms to manufacture at scale. These actions usually require multiple steps and genuine effort: using a store locator, interacting with a shoppable retailer module, completing a product finder, downloading detailed content, or participating in a structured lead experience.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The point isn\u2019t friction for its own sake. It\u2019s intent. Signals should represent real consumer consideration, not passive engagement. And just as importantly, brands must validate those signals by analyzing the quality of traffic they generate\u2014not simply celebrating rising conversion counts.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2. Borrow Signal from Retailers&mdash;Carefully<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Another increasingly common workaround is borrowing signal from retail partners.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Retail media networks now allow CPG brands to run Google and Meta campaigns optimized against retailer-owned conversion events. In effect, the retailer\u2019s purchase data becomes the learning signal for automated campaigns, even though the brand doesn\u2019t own the transaction.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When executed well, this can be powerful. It gives automation engines the kind of outcome data they\u2019re built for. But not all retail media partnerships are created equal. Some require brands to operate through managed services with high fees, limited transparency, delayed reporting, and little control over campaign structure.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The more effective partnerships are those that provide brands with direct access\u2014to pixels, product catalogs, and campaign management\u2014while still delivering closed-loop measurement. Brands give up some control either way, but the difference between visibility and opacity can determine whether borrowed signal actually drives incremental growth.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3. Lease Signal from Third Parties<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The most sophisticated\u2014and costly\u2014option is leasing signal from third-party data and measurement providers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These companies aggregate loyalty card data, receipt scans, and consumer panels to link offline purchases to digital identities. On platforms that allow third-party measurement inputs, such as Meta and TikTok, this data can be used not just for targeting, but for optimization and learning.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There are limitations. Coverage is incomplete. Attribution is probabilistic. Costs add up quickly. And Google remains largely closed to third-party conversion signals. But for brands with sufficient scale, leasing signal can provide a bridge between offline sales and digital optimization that simply doesn\u2019t exist otherwise.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Bigger Picture&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">None of these strategies solve the transparency problem. Performance Max and Advantage campaigns still reveal little about where ads run or why decisions are made. Brands shouldn\u2019t expect that to change. Automation aligns with platform incentives, not advertiser curiosity.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What <em>can<\/em> change is how brands feed the machine. Weak signals produce weak outcomes. Strong, intentional signals\u2014even imperfect ones\u2014give automation something real to learn from. For CPG marketers, success with automation won\u2019t come from blind adoption or outright rejection. It will come from creativity, discipline, and a willingness to assemble a patchwork solution that reflects how their business actually works.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The black box isn\u2019t going away. But with the right inputs, it doesn\u2019t have to be a liability.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Weak signals produce weak outcomes. Strong, intentional signals\u2014even imperfect ones\u2014give automation something real to learn from.<\/p>\n","protected":false},"author":7,"featured_media":11262,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-11261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Signal-Poor Brands Can Make Automation Work Anyway | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-signal-poor-brands-can-make-automation-work-anyway\/11261\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Signal-Poor Brands Can Make Automation Work Anyway\" \/>\n<meta property=\"og:description\" content=\"Weak signals produce weak outcomes. 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