Marketing efficiency, content factories and outcome-based growth | Tash at Built by HER

Tash Insights presents a live talk from Tash Courtenay-Smith, recorded at Built by HER in New York.Built by HER, hosted by Shopify and EmpowHER, brought together founders, operators and senior leaders in commerce for a hands-on summit focused on making AI practical, tangible and operational for women-led teams.In this clip, Tash talks through the two businesses she is currently building and why both are focused on the same underlying challenge: improving marketing efficiency in a world where attribution is increasingly unreliable and the demand for content keeps rising.She shares how Transact Media Group is building a CPA-first AdTech ecosystem in partnership with Mastercard, allowing brands to pay on results measured at card transaction level across programmatic, CTV, audio and social. She also explains how her AI-powered content factory has grown from an offshore creative support team into a global production operation for brands under pressure to ship more content, faster.You’ll hear:Why attribution conversations are becoming less useful for brandsHow CPA-first media models can change performance marketingWhy transaction-level measurement is becoming more importantHow AI is reshaping creative production and content outputWhy production capacity is now one of the biggest growth leversHow digital twins can help founders scale their own contentThis is a practical listen for founders, operators and marketers trying to improve efficiency, reduce wasted spend and build the production systems modern brands now need.