Joey Muller
Co-Founder/VP
Co-Founder and VP of Sum Digital, a senior-only paid media agency helping 7-9 figure ecommerce brands scale profitably.
8 Articles
Meta Advertising
The Death of Audience Targeting (And What Replaced It)
Your media buying instincts are now actively hurting your campaigns. In 2023, Meta rebuilt their entire ad delivery system. The old system rewarded precision targeting. The new system punishes it.
Agency Tools
Know Your Crowd: Deep Buyer Insights, Delivered Fast!
I've built a handy AI-powered tool that creates detailed buyer personas for your brand, digging into over 50 psychographic, demographic, and behavioral data points.
Meta Advertising
Why Creative Diversity Is Essential for Meta Ads: A Deep Dive
Meta says if your ads are 70% similar or more, their algorithm treats them like identical twins. Learn how to keep your ads diverse and Meta happy.
Company News
Celebrating 10 Years of Sum Digital!
Ten years ago, Terry Whalen and I took the leap and started Sum Digital. We had a vision, deep expertise in media buying, and a passion for helping e-commerce brands grow.
Meta Advertising
Understanding Meta's Ads Algorithm
Whether you're running campaigns for e-commerce, services, or any other industry, grasping how Facebook and Instagram decide which ads to show can make or break your campaigns.
Creative Strategy
Using Buyer Personas to Unlock Scale
Despite the trend towards broad audience targeting on platforms like Meta and TikTok, our audits reveal a critical oversight: most advertisers aren't using buyer personas.
Meta Advertising
What I Learned at the Meta Performance Summit (And Why It Matters for You)
Last week, I had the privilege of attending the Meta Performance Summit, an exclusive event for top digital advertising agencies.
Case Study
Case Study: Kindred Bravely
How Sum Digital helped Kindred Bravely achieve 5X annual sales growth, 1 million orders, and a successful exit to TZP Group.