Named after the thing we compete with.

Why the name

Every piece of advertising we make competes with a button that removes it. Naming the company after that button keeps the job honest: the first few seconds are the whole problem, and nothing about scale or automation changes that.

What scale changes is how many attempts you get at those seconds.

How the company is built

We are deliberately small. Strategy, creative production and media buying sit with the same team rather than moving between departments, and the production work that would normally require a studio is handled by our own system.

That structure is the point. A conventional setup needs a strategist, a copywriter, a designer, an editor, a buyer and an analyst to move one idea to a live test, and the handoffs between them cost more time than the work itself. We removed the handoffs.

What stays with people is judgement: which offers to take, which creative is good enough to publish, and when to stop spending. Everything between those decisions is automated.