Who is responsible
Every article is published under the name of Maxim Baeten, a freelance digital performance marketer. There are no pen names or invented authors. Maxim is responsible for everything published on the site.
How topics are chosen
Topics are picked from three places: keyword research (what practitioners search for), questions that come up in marketing communities, and industry news, such as changes announced by the ad and analytics platforms. The goal is to answer questions people actually have, not to publish for the sake of volume.
How articles are researched
- Official documentation and primary sources come first: help centers and developer docs of Google, Meta, TikTok, Snap, OpenAI, Microsoft and the tool vendors, plus original announcements and studies.
- Every article lists the sources it relies on at the end, so you can check them yourself.
- Numbers are only used when they come from a cited source. We do not make up benchmarks, percentages or case results.
- For topics that are still developing, such as advertising in AI assistants, articles separate what is officially confirmed from what is reported or rumored.
How AI tools are used
Articles are researched and drafted with AI assistance. The drafts follow Maxim's editorial guidelines and a fixed writing template: answer the question first, rely on cited sources, separate confirmed facts from reports, and avoid hype. Automated checks test every article against that template before it goes live, and articles are then published automatically. Maxim does not read every article before it is published.
Maxim sets the guidelines and templates, adds his practical perspective from his own work in performance marketing, and reviews published articles regularly. The boxes marked "From practice" give that practical perspective. They never contain invented client names, numbers or results.
Updates
Ad platforms change quickly. Each article shows the date it was last updated. When an article is revised in a way that matters to readers, for example because a feature, a policy or a step changed, the updated date changes too.
Corrections
Errors are corrected as soon as they are found, whether through Maxim's own reviews or through readers. If you find an error, email hallo@maximbaeten.be with the URL of the article and what is wrong. When a correction changes the meaning of an article, a short note with the date of the correction is added at the end of it.
Independence and advertising
The site shows ads through Google AdSense. Advertisers have no say in what we write, and there are no sponsored or paid articles. When a tool or vendor is mentioned, it is because it is relevant to the topic. If this ever changes, for example with affiliate links, it will be disclosed clearly on the page where it applies.
Not legal or financial advice
Articles about privacy, consent and data protection describe common practice and link to official sources, but they are not legal advice. Check with a qualified professional for decisions about your own situation.