Chester Scott

speaker

356 appearances 4 recordings 1 series first heard Aug 2026 last heard 16 Aug

Chester Scott’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 4 in all, peaking in Aug 2026 with 4.

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Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast · How Bad Data Corrupts AI Bidding and CAC Performance · 12 Aug 2026 podcast

sort of traditional search or you think about an L L M, you know, where

The incentives for fraud maybe feel a little bit more abstract.

They're a little bit harder to get your head around as to why somebody might be doing something because there's not a a real kind of immediate, obvious incentive.

But that's not necessarily the reality.

And you know, I think

As marketers

Sometimes we're guilty of trying to find the big thing.

What's the big thing that's going to move the needle?

When in reality, we're all probably just trying to find what are maybe the five, ten things that can drive marginal improvement that add up to that big thing.

And so I think that that's the really key thing, particularly within the most sophisticated of advertisers, is they're ultimately trying to find marginal improvements in absolutely everything that they do in order to drive big effects when compounded together.

And you know, there's there's tons of sporting analogies in this, right?

Like inch by inch, mile by mile, like and it's and it's relatively similar from a from a paid media and a and a and a performance market.

Let me let me try and break this down into into three core areas.

I think one, because I think all of everything that you just said then there, I think that there's probably multiple challenges that that sit inside of that.

So let me let me try and break that down into into something that's a bit more digestible for me to be able to answer.

And firstly, we've got a significant amount of diversification in channel mix.

We've gone from having a relatively straightforward kind of meta, uh traditional search, maybe bits of shopping, um, and maybe a bit of Snapchat and TikTok, but

What we're now seeing is a significant diversification across that mace.

There are more channels than ever today that we need to think about how we plan, buy, optimize.

And I'm talking about traditional search, social search, shopping, P max, AI max.

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