Right now.
A snapshot of what I'm actually doing — operating, advising, building, thinking, reading. Updated as the work ships. July 2026.
This is a /now page.
Live now — Friday Thought Experiment No. 07 · 16+ votes inFrom standards to the standard that matters.
Eight Fridays, one arc: each question moves the conversation from “can AI do this?” toward “who answers when AI does this?” — and the votes keep converging on the same place.
What will agents optimize for?
- Lowest Cost 19%
- Highest ROAS 13%
- Business Outcomes 56%
- User Satisfaction 13%
Standings shown are a point-in-time snapshot. Each poll earns a short essay, and a meta-analysis follows once the series has enough data to argue with.
Agentic Transformation
The most active work right now is helping companies move from AI pilots to governed agentic workflows: decision rights, tool access, evaluation, fallbacks, semantic infrastructure, and measurable business outcomes.
I'm also experimenting with a live AdCP Ecosystem prototype — a visual model for how agentic advertising workflows could coordinate signals, identity, governance, creative, buying, clean rooms, and measurement around a live brief.
Closed so far.
- W1 Jun 5
If AI can understand “anything,” do we still need standards?
an 87% landslide — the market’s least ambiguous answer: AI raises the value of standards rather than replacing them.
- W2 Jun 12
What will be the first AI-native form of fraud?
68% picked authenticity frauds we already have — synthetic audiences + attribution. The one genuinely agentic failure mode, agency laundering, came last. The blind spot is accountability, not authenticity.
- W3 Jun 19
At what point does an AI recommendation become an AI decision?
A 65% majority put the line at the withdrawal of human review — not automation (4%) or money moving (24%); only 6% said it never crosses. The room read the recommendation-to-decision boundary as an accountability handoff, not a technical one.
- W4 Jun 26
In an agentic market, what becomes the most valuable asset?
Trust closed at a 52% majority — Data second at 33%, Compute and Distribution tied at 8% each, 52 votes. The reflex answer (Data, the asset that won the last cycle) lost decisively to the one this cycle actually makes scarce: whose agent is allowed to act.
- W5 Jul 3
Which metric breaks first when agents become the primary buyers?
Three fragile inference metrics clustered at 28–35% while ROAS sat alone at 5% — the room re-ranked the cluster all week and never moved ROAS.
- W6 Jul 10
Who should be accountable for an agent’s decision?
The Agent Owner closed at 50% of 91 ballots — the season’s biggest room — double Shared Responsibility’s 25%, with vendor and user barely claimed: accountability concentrates on whoever deploys and constrains the agent, and the room read “shared” as the absence of an assignment, not a model of one.
Three lanes,
in parallel.
- Day jobGlobal Head of Enterprise · Samba TVBuilding the enterprise commercial motion across global markets — product, partnerships, and the buyer-side conversation about agentic measurement.
- Founder / CEONo Fluff AdvisoryStrategic advisory for AdTech, MarTech, and data vendors. US market entry, GTM, monetization, org design. Thirteen specialized playbooks: six vertical (Audio, Gaming, Travel, Performance & Native, Attention, Mobile App Growth) + seven operating (Growth Operating System, Org Design for Scale-Ups, Enterprise Data Collaboration, Retention & Expansion, Agentic Transformation, Commercial Productization, Commercial Architecture). Three engagement shapes: Audit, Sprint, Retainer. Selective.
- StandardsAdCP Founding Member · Signals & Measurement WGContributing to the Ad Context Protocol — the open standard for agentic advertising. Shipping the reference signals adaptor in the open.
In the open.
- The Future of Marketing Measurement: From Reports to Real-Time FeedbackDMEXCO column. As agents make decisions in real time, measurement must shift from delayed reports to live, machine-readable feedback — a pricing signal, not a post-campaign scorecard.
- Vectors Won't Save You From GDPR. They Just Move The Problem.The often-overlooked intersection of AI, data governance, privacy, and regulations (GDPR · CCPA). Why vector databases don't fix the compliance problem — they just relocate it.
- Why Agentic Measurement Will Reprice The Ad MarketAdExchanger Data-Driven Thinking. How agent-mediated measurement collapses the gap between exposure and outcome.
- AdCP 3.0 Gave Linear TV Its Rails. Here’s the Other Half.What linear TV still needs from AdCP 3.0 — measurement standards, identity bridges, and a cross-screen ledger.
- Why Binary Audience Decisions Aren’t Fit For The Agentic EraAdExchanger Data-Driven Thinking. Why "audience yes/no" must yield to graded similarity scores in vector space.
Open questions.
- Agent-mediated measurement — what attribution looks like when buyer agents and seller agents negotiate the impression in real time
- Vector-based audience matching — graded similarity scores replacing the audience yes/no binary
- Operator + advisor as a permanent posture, not a transition state
- How thoughtful organizations stay thoughtful at 1,000+ people
Selective
conversations.
- Board roles AdTech / MarTech / data — US, EMEA, APAC
- Advisory mandates Series B Scaleup (75–200 · $10–30M ARR) primary · Series A PMF selective
- Fractional GTM US market entry, BD partnerships
- Speaking DMEXCO, IAB events, podcasts, private salons
- Pro bono Skills-based consulting for mission-driven orgs (since 2015)
- Conversations About what AI is actually changing in advertising
On the shelf.
- Everything You Want Is on the Other Side of Hard
- Reshuffle: Who Wins When AI Restacks the Knowledge Economy
- We Who Wrestle with God: Perceptions of the Divine
Last updated July 2026 — stamped from the newest poll,
essay, or byline on this page, so it can't go stale by neglect.
Drift > 90 days means I owe the commentary an update — feel free to nudge me.
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Working on something similar?
These are quarterly priorities. If they overlap with a live decision on your side, the scorecard routes you to the playbook closest to it.