Marketing Operators Operators Titans E004: David Herrmann, the Media Buyer’s Media Buyer
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Oct 16, 2025 David Herrmann, founder of Herman Digital and a paid-media expert with nearly 20 years in e-commerce, shares his incredible journey from selling MRI machines online to managing over a billion dollars in ad spend. He highlights the evolving role of agencies in creative strategy, the importance of patience in testing, and his thoughts on Facebook's complexities. Listeners will also learn about innovative AI-driven tactics, the significance of matching channels to audience intent, and the value of nurturing high-skill teams amidst challenges.
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Mix Creative Partners For Scale
- Use a mix of creative partners: fixed‑fee teams for proven assets and percentage‑of‑spend teams for proof‑of‑concept.
- Keep at least two to three creative agencies to ensure volume, diversity, and experimentation.
Build A Low‑Cost AI Creative Flywheel
- Small startups can spin up a creative flywheel with AI by repurposing top ads into headlines and 9:16 videos weekly.
- Use Gemini + GPT to produce volume quickly and iterate at low cost to reach profitable scale.
Emerging Channel Mix With AppLovin
- Typical mid/high spend mix: ~60% Meta, ~10% Google, ~10–15% AppLovin, remainder across TikTok/Snap/Pinterest/CTV.
- AppLovin emerged fast as a scale channel that can outperform similar creatives that failed on Meta.