Latest published works
Everything published here by Evgeny Popov, newest first, one dated line each — 74 essays and counting. For reading paths and context, use the writing index; this page exists so people and machines can answer “what was published, and when” without guessing.
2026
- The Answerer of Record
- AdCP vs AAMP: The Retrofit and the Greenfield
- The One Standard That Clears the Deal
- Business Outcomes Isn't a Number
- The Loop Closed Inside the Wall
- Give Your Writing a Brain
- The Intelligence Economy
- The Great Repackaging
- The Context Economy Has a Governance Problem
- AMC Is Free Now — Sort Of: What Amazon's Clean-Room Democratization Actually Changes
- CDP vs. Reverse ETL Is the Wrong Question
- iROAS Is Not a Number, It's a Negotiation
- Measurement for Agentic Commerce
- The Prebid Sales Agent: AdCP's Sell Side Lands in the Wrapper
- Measurement, on the Browser's Terms
- Fire the Dashboard, Hire the Agent
- Whoever Writes the Constraints Owns the Outcome
- The Metric That Was Never About You
- Adtech and Martech Were Never Two Industries. They Were Two Copies of the Customer.
- What Agents Can't Manufacture
- Recommendation or Decision? The Veto That Doesn't Scale
- The First AI-Native Fraud Isn't a Fake — It's Laundered Authority
- The Composable CDP: How Customer Data Stopped Moving
- Notes from the Implementer Seat
- The Packaging Problem
- Signal Containerization: The Next Abstraction Layer for Agentic Advertising
- Agentic Advertising Protocols: A Unified Map of What's Next
- Automate Lead Qualification in 90 Minutes....
- Stop reading about "The Agentic Future"...
- AI Agents in Ads need a "Common Language"
- The Missing Link in Ad Tech: How UCP & AdCP Are Finally Unifying the "Alphabet Soup"
2025
- Part 4: Why Your Campaign Reports Are Already Obsolete
- Part 3: The 100-Millisecond Battlefield Where AI Makes or Breaks Campaigns
- Part 2: The Death of the Quarterly Campaign Planning Cycle
- Four Article Series: The Agentic Transformation of Digital Advertising
- AdCP: The Open Standard for Agentic Advertising
- From #OpenToWork to #Hiring
- Embeddings: The Next Frontier in Advertising?
- Behavioral Prediction Framework for Advertising
- How Story, Emotion, and Archetypes Shape the Future of Contextual Advertising
- Blending Freytag’s Pyramid and Plutchik’s Wheel with MCP and Agentic AI
- From Meridian to NNN: How Transformers Are Redefining Marketing Mix Modeling
- Relevance Realization: The Cognitive Science of Attention in the Age of AGI and Advertising
- MCP. A2A. OMG. The New ABCs of Advertising AI
- Attention Isn’t Enough—The Future of Marketing is Relevance
- Guide: How I’d Build a Delta Air Lines Campaign for Possible in Miami
- Contextual 3.0 - How Context Agents Are Transforming Media Planning
2024
- Unlocking the US Market
- The Dawn of Artificial General Intelligence
- The advertising industry stands on the cusp of its greatest transformation yet.
- Revolutionizing Digital Marketing: How AI is Redefining SEO and SEM in the Era of Instant Answers
- The Ghosting Phenomenon: Restoring Integrity in Professional Communication
- Is 2024 the year of the Federated Learning ie "Year of Mobile ML"?
2023
- Contextual advertising of the future - "New game, New Rules"
- Is Apple harvesting adtech data?
- 100 books you may want to read...
- Meta Trends - 2024 (TL;DR)
- Data clean rooms and zero-party data: Powerful solutions for a cookie-less future
- How clean rooms will power the future of digital marketing in 2025?
- How AI will transform the future of digital marketing?
- How Web3, NFT and Blockchain will shape the future of digital marketing?
- 5P Framework to understand the Future of Digital Marketing
- How brands should utilise zero party data (ZPD) as part of marketing strategy in 2023 and beyond?
2016
2015
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 & Protocols
- AdCP — Advertising Context Protocol
- IAB Agentic Standards
- Research & Measurement Science
- Core AdTech Standards
- Privacy & Consent Standards
- Measurement & Media Quality
- Video & Mobile Ad Delivery Standards
- DOOH & Place-Based Media Standards
- Audio & Podcast Advertising Standards
- Prebid & Header Bidding Infrastructure
- Retail / Commerce Media Measurement
- Prebid vs Amazon TAM vs Google Open Bidding
- Prebid.js 10 → 11 Migration
- OpenAds vs Prebid: The Wrapper Schism
- Prebid Defaults That Hold Up
- DOOH vs Traditional OOH Buying
- Header Bidding Troubleshooting: A Prebid Decision Tree
- In-Store Retail Media Measurement, Decoded
- Retail Media Network Measurement Comparison
- IAB Incrementality Guidelines, Decoded
- Composable CDP vs Reverse ETL vs Packaged CDP
- Data Clean Rooms, PETs & PAIR
- Event & Conversion APIs and Outcome Signals
- CTV, Streaming & Live Event Advertising
- Sustainable Media & Carbon Measurement
- Glossary
- Credentials
- Library
- Artifact Library
- Living Maps
- AdCP Ecosystem Tracker
- On the Record
- Evolution of Thinking
- Trust & Accountability — Evolution of Thinking
- Measurement & Attribution — Evolution of Thinking
- Customer Data Architecture — Evolution of Thinking
- Proof
- Press kit
- Now
- Saved
- Search
- Site Atlas
- Privacy