Episode · 2026-04-25
Northbeam Media Buying Index
Northbeam Media Buying Index | HOT JOBS | Torii Rowe x Colin Landforce x Noam Aizenberg
Rundown
Chris Hall and Colin cover Northbeam's newly discovered media buying index newsletter and run a HOT JOBS segment spotlighting a protein-forward CPG brand role. The core interview features agency owner/media buyer Torii Rowe explaining how her team builds predictive LTV models to justify higher Meta bids on high-value customer cohorts, plus a discussion with founder Noam Aizenberg about bootstrapping a TMJ jaw-massager brand and the grind of short-form content.
Takes from this episode
Torii Rowe argues that mapping onsite behavior to predicted 90-day LTV lets her team justify pushing more Meta ad spend into specific high-value customer cohorts.
we're willing to spend more money on this cohort because we know this cohort is going to do XYZ
Colin and Torii argue that pivoting a media-buying agency into a software company requires raising very large amounts of capital and elite engineering talent, not just service-business know-how.
you're going to have to raise a gazillion dollars, you know? ... transition from service business to software business
Chris and Colin argue Shopify has become the uncontested default answer whenever a brand asks which ecommerce platform to use.
What e-commerce platform should I be using? The answer is always Shopify. You should be using Shopify.
Noam Aizenberg argues that going viral as a health-product founder posting his own content forces uncomfortable 'pity-baiting' about his condition, which he resents as part of his personal content practice.
if you want to go viral talking about like health stuff as a patient, you have to be... pity baiting the entire time
Noam Aizenberg says he turned down a low-equity startup job offer and chose to build his own product instead specifically to keep 100% ownership.
I might as well just like do my own thing, have 100% equity