Dated index

Latest published works

This is the dated index — a citation and machine-reading surface, not a reading list. If you came here to read, start at the writing index: it has the context and reading paths this page leaves out on purpose.

Everything published here by Evgeny Popov, newest first, one dated line each — 95 essays and 10 research papers and counting, so people and machines can answer “what was published, and when” without guessing.

2026

62 works

  1. Last Seen: The State of Location Advertising and Intelligence in 2026 Research paper
  2. I Gave Away Ten Billion Tokens
  3. Who Does the Shopping? Research paper
  4. What Can Leave the Room? Research paper
  5. Paying Attention: The State of Attention Measurement in 2026 Research paper
  6. The Evolution of Holding Companies Research paper
  7. The State of Gaming Advertising in 2026 Research paper
  8. Counted, Not Heard: The State of Audio Advertising in 2026 Research paper
  9. What the Machines Can See: The State of Mobile App Growth in 2026 Research paper
  10. Borrowed Trust: The State of Native Advertising in 2026 Research paper
  11. Sixteen Fridays, One Question
  12. Where the Surplus Settles
  13. The Record Is Not the Relationship
  14. The Layer That Didn't Ship
  15. The Evidence Premium
  16. The Risk Residue
  17. Proof and Story: The State of Contextual Advertising in 2026 Research paper
  18. Negotiating the Nouns
  19. The Risk You Can Price
  20. The Open Web Isn't Dead. It's Uninsured.
  21. Nobody Sells an Outcome
  22. The Shelf You Can Restock
  23. The Mandate Finished Last
  24. Measurement, on the Street's Terms
  25. The Gate That Said No
  26. The Answerer of Record
  27. AdCP vs AAMP: The Retrofit and the Greenfield
  28. The One Standard That Clears the Deal
  29. Business Outcomes Isn't a Number
  30. One Event, Three Machines: Orchestrating Conversions Across PMax, Advantage+, and OpenAI Ads
  31. The Loop Closed Inside the Wall
  32. Give Your Writing a Brain
  33. The Intelligence Economy
  34. The Great Repackaging
  35. The Context Economy Has a Governance Problem
  36. AMC Is Free Now — Sort Of: What Amazon's Clean-Room Democratization Actually Changes
  37. CDP vs. Reverse ETL Is the Wrong Question
  38. iROAS Is Not a Number, It's a Negotiation
  39. Measurement for Agentic Commerce
  40. The Prebid Sales Agent: AdCP's Sell Side Lands in the Wrapper
  41. Measurement, on the Browser's Terms
  42. Fire the Dashboard, Hire the Agent
  43. Whoever Writes the Constraints Owns the Outcome
  44. The Metric That Was Never About You
  45. Adtech and Martech Were Never Two Industries. They Were Two Copies of the Customer.
  46. The CMO Owns the Action Space
  47. When the Buyer's Agent Meets the Seller's Agent
  48. The Customer's Agent Arrived First
  49. The Campaign Is Dying. The Action Space Is the New Marketing Operating System.
  50. What Agents Can't Manufacture
  51. Recommendation or Decision? The Veto That Doesn't Scale
  52. The First AI-Native Fraud Isn't a Fake — It's Laundered Authority
  53. The Composable CDP: How Customer Data Stopped Moving
  54. Do We Still Need Standards When Machines Understand Context?
  55. Notes from the Implementer Seat
  56. The Packaging Problem
  57. Signal Containerization: The Next Abstraction Layer for Agentic Advertising
  58. Agentic Advertising Protocols: A Unified Map of What's Next
  59. Automate Lead Qualification in 90 Minutes....
  60. Stop reading about "The Agentic Future"...
  61. AI Agents in Ads need a "Common Language"
  62. The Missing Link in Ad Tech: How UCP & AdCP Are Finally Unifying the "Alphabet Soup"

Maintained references

Continuously updated pages — standards guides and reference utilities that carry their own last-reviewed dates on-page rather than a single publish date.

Standards & Protocols26

Evolution of Thinking8

AdCP4

References11

Utilities3