So let's say that I run the Lizzie Corporation.

It sells, I don't know, cute fanny packs for stressed out moms.

I want to put some ads online so people learn about my company.

I want to know how to do that.

Oh man, I could work in so many different ways. I asked Sarah Fisher, who's the media correspondent

at Axios, what a company, my company, would do in 2026. Really, there's sort of two main

buckets, if you will, for advertising. One is called performance,

which is where you buy ads that are heavily targeted and customized to people on platforms

such as Facebook or Instagram or Google. And the goal is to get that end user to perform,

to click or to buy something.

The other type of ad that you could buy is what we would call brand ad.

And that type of ad is really about exposing a user at the very high level, top of their

marketing journey to what your company is and what it does.

You might not necessarily need them to take an

action on that ad today. People could, for example, come hang out at the tired mom pop-up house

at Coachella. And so those ads don't need to necessarily be as precisely targeted and customized.

They need to have much more of a storytelling message.

And so those ads typically get placed on video platforms like TV.

And they're what you know from your childhood, from the Super Bowl.

And yes, from Mad Men.

But the ad giants of today are obviously not two martini lunch guys.

They're tech companies.

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