Evgeny Popov's most recently shipped writing — bylines, columns, podcasts. A leaner feed than /writing/ for readers who just want to know what's new.https://nofluffadvisory.com/en-usevgeny@signal-stack.io (Evgeny Popov)evgeny@signal-stack.io (Evgeny Popov)© 2026 Evgeny Popovhttps://nofluffadvisory.com/og-now.pnghttps://nofluffadvisory.com/now/https://dmexco.com/?s=The%20Future%20of%20Marketing%20Measurement%20From%20Reports%20tohttps://dmexco.com/?s=The%20Future%20of%20Marketing%20Measurement%20From%20Reports%20toDMEXCO 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.Mon, 15 Jun 2026 12:00:00 GMTDMEXCOarticlehttps://www.signalandnoise.ai/post/vectors-won-t-save-you-from-gdpr-they-just-move-the-problemhttps://www.signalandnoise.ai/post/vectors-won-t-save-you-from-gdpr-they-just-move-the-problemThe 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.Mon, 15 Jun 2026 12:00:00 GMTSignal & Noisearticlehttps://www.adexchanger.com/?s=Why%20Agentic%20Measurement%20Will%20Reprice%20The%20Ad%20Markethttps://www.adexchanger.com/?s=Why%20Agentic%20Measurement%20Will%20Reprice%20The%20Ad%20MarketAdExchanger Data-Driven Thinking. How agent-mediated measurement collapses the gap between exposure and outcome.Fri, 15 May 2026 12:00:00 GMTAdExchangerarticlehttps://www.linkedin.com/pulse/adcp-30-gave-linear-tv-its-rails-heres-other-half-evgeny-popov-eo3gehttps://www.linkedin.com/pulse/adcp-30-gave-linear-tv-its-rails-heres-other-half-evgeny-popov-eo3geWhat linear TV still needs from AdCP 3.0 — measurement standards, identity bridges, and a cross-screen ledger.Wed, 15 Apr 2026 12:00:00 GMTLinkedInarticlehttps://www.adexchanger.com/?s=Why%20Binary%20Audience%20Decisions%20Aren%20t%20Fit%20Forhttps://www.adexchanger.com/?s=Why%20Binary%20Audience%20Decisions%20Aren%20t%20Fit%20ForAdExchanger Data-Driven Thinking. Why "audience yes/no" must yield to graded similarity scores in vector space.Sun, 15 Mar 2026 12:00:00 GMTAdExchangerarticlehttps://dmexco.com/?s=The%20Audience%20is%20Dead%20Long%20Live%20the%20Vectorhttps://dmexco.com/?s=The%20Audience%20is%20Dead%20Long%20Live%20the%20VectorDMEXCO column. The semantic shift from named segments to learned embeddings — and what it means for buyers.Sun, 15 Mar 2026 12:00:00 GMTDMEXCOarticlehttps://nofluffadvisory.com/writing/agentic-advertising-protocols-a-unified-map-of-whats-next/https://nofluffadvisory.com/writing/agentic-advertising-protocols-a-unified-map-of-whats-next/A consolidated landscape of agentic protocols — AdCP, UCP, MCP, A2A — and where each one fits the value chain.Sun, 15 Mar 2026 12:00:00 GMTLinkedInarticlehttps://nofluffadvisory.com/now/https://nofluffadvisory.com/now/A Technical Whitepaper on Embeddings-Based Agent-to-Agent Advertising.Sun, 15 Feb 2026 12:00:00 GMTWhitepaperwhitepaperhttps://nofluffadvisory.com/writing/ai-agents-in-ads-need-a-common-language/https://nofluffadvisory.com/writing/ai-agents-in-ads-need-a-common-language/Vector alignment as practical infrastructure — projectors, capability discovery, and the handshake between buyer and seller agents.Sun, 15 Feb 2026 12:00:00 GMTLinkedInarticlehttps://www.linkedin.com/posts/evgenypopov_adtech-martech-agenticai-share-7405251665009811456-QrK8/https://www.linkedin.com/posts/evgenypopov_adtech-martech-agenticai-share-7405251665009811456-QrK8/Conversation with Ari Paparo on agentic advertising, AdCP adoption, and what changes for sales teams.Sun, 15 Feb 2026 12:00:00 GMTLinkedInarticle