Proof,
not posture.
Builds, bylines, frameworks, credentials, and operator receipts. Every claim on this site traces back to something you can open, read, run, or verify.
Builds.
Shipped systems, running in production.
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Building — where advisory becomes infrastructure
Working systems — 8 shipped so far, from an open-source AdCP reference implementation and an AI sales-intelligence product to Yevgeny.ai and a full AdCP publisher stack running live on this site.
What it provesThe thesis is backed by running code, not slideware. Building exposes the real trade-offs behind the strategy.
- Market Entry Audit
- GTM & BD Sprint
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AdCP Publisher Stack
One publisher, the whole agentic loop: a live AdCP seller agent, a minimal ad server, session-scoped synaptic audiences, human-gated approvals, and honest delivery numbers — all on nofluffadvisory.com, all inspectable.
What it provesThis site sells its own inventory the agentic way. The sell side of the thesis runs in production and is open to inspection.
- Agentic Advertising
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Yevgeny.ai — ask the writing
A citation-first ask destination over the published corpus — one page, grounded answers with citations, live at www.yevgeny.ai.
What it provesThe writing is a working system, not an archive: answers are grounded in the corpus and cite it.
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AdCP Signals Adaptor
A live, MIT-licensed reference seller implementation for agentic advertising — built so buyer agents can discover, query, activate, and reason over advertising signals through AdCP.
What it provesStandards need working implementations. Protocols become real when buyer and seller agents can test them against running code.
- Agentic Advertising
- Performance & Native
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Signal-Stack — pre-call intelligence
An edge-native AI product that synthesizes call, email, and enrichment data into a pre-call brief — landing inside the daily sales workflow.
What it provesAI products need workflow gravity. They only matter when they land inside the user’s daily work.
Writing.
Published bylines, reading paths, and the dated record.
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Proof and Story: The State of Contextual Advertising in 2026
A state-of-the-market research paper on contextual advertising: brand suitability, emotion and narrative targeting, curation, CTV, and the vendor landscape.
What it provesThe contextual thesis is published as primary research with its own methodology, not asserted in a deck.
- Market Entry Audit
- GTM & BD Sprint
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Writing — the bylines hub
Published bylines across outlets including AdExchanger, Forbes (Tech Council), DMEXCO (columnist), Advertising Week, The Drum, and ExchangeWire — plus press features in MediaPost.
What it provesThe thinking is public and on the record — not invented for a sales page.
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Agentic Advertising — protocols & agents
A reading path on AdCP, UCP, MCP, A2A, and the shift from rules-based to reasoning-based advertising.
What it provesA documented, multi-essay point of view on where agentic advertising is heading.
- Agentic Advertising
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AI, Attention & EARO
Cognitive science applied to media — relevance realization, attention as a filter, and the EARO measurement model.
What it provesThe measurement thesis is grounded in published cognitive-science writing, not just claims.
- Attention playbook
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AdTech & Measurement
Programmatic, MMM, attribution, embeddings, and the data plumbing beneath modern advertising — from DMPs to Transformer-based measurement.
What it provesDepth across the measurement and data-infrastructure stack, written before it was advised.
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On the Record — dated calls, checked against events
A rapid-response record, written when an industry event confirms or breaks a call this site already had in writing: the event, the dated receipts, the verdict, and the honest ledger of misses.
What it provesThe calls were made in writing before the event, and the misses are logged next to the wins.
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Evolution of Thinking — the position ledger
Per-concept, dated position timelines — what Ev held, when it changed, and the receipt for each stance. Wins, losses, reversals, and unresolved calls.
What it provesPositions are tracked over time, reversals included. Never a wins-only ledger.
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Living Maps — maintained, with revision history
Maintained maps of moving territory, each with a visible, append-only revision history — updated as the territory moves, not republished.
What it provesThe market maps are kept current in public, and every revision is on the record.
Frameworks.
Named, open-access models behind the work.
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EARO — measurement in the agentic era
Exposure → Attention → Relevance → Outcome. A four-component model with 22 measurable metrics, grounded in relevance-realization cognitive science.
What it provesA named, open-access measurement framework — published, not improvised.
- Attention playbook
- Market Entry Audit
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Agentic Audiences (UCP)
A 77-page technical whitepaper on embeddings-based agent-to-agent advertising, covering IAB Tech Lab’s Agentic Audiences — proposed as the User Context Protocol by LiveRamp and donated in Q4 2025.
What it provesA spec-level technical read of an emerging industry standard — 77 pages, published and open-access.
- Agentic Advertising
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Behavioral Prediction Framework
21 psychographic dimensions for ad activation — cognitive, rational, attachment, personality, and temperament profiles.
What it provesA structured, published model for psychographic activation and creative.
- Mobile App Growth
- Attention playbook
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7-Step Market Entry Audit
The operating methodology for international AdTech, MarTech, and data vendors entering the US market — shipped on every engagement.
What it provesAdvisory runs on a repeatable, documented method — not a bespoke deck each time.
- Market Entry Audit
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Agentic Operating System
A six-layer model — signals, context, tools, decisions, governance, outcomes — for moving AI pilots to governed agentic workflows, published on the Frameworks page.
What it provesThe agentic thesis is a named, documented operating framework — not a buzzword.
- Agentic Transformation
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Commercial Productization System
A seven-layer model for turning capability into a repeatable commercial product: buyer problem, offer architecture, packaging, pricing and value metric, proof, delivery, and expansion. Published on the Frameworks page.
What it provesThe productization advice runs on a named, documented system — published, not improvised.
- Commercial Productization
Credentials.
Linked and verifiable certifications.
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Credentials — every one linked + verifiable
A 53+ certification list across agentic-advertising standards (AdCP), cognitive science, neuroscience, AI, blockchain, privacy, and platform tooling (GMP) — each one linked and verifiable.
What it provesThe breadth claim is checkable. The credentials are public, not asserted.
Operator.
On-the-record operator history.
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Three exits — one founder, two core-team
Co-founded eCoffeeCard (exited via acquisition by BeatTheQ), plus core-team roles through HotelClub.com (acquired by Expedia) and Lotame (acquired by Publicis).
- Advisory Retainer
- Market Entry Audit
What it provesOperator-shaped help that has run the playbook before it teaches it — across the full liquidity-event cycle.
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AdCP Founding Member · Signals & Measurement WG Co-Lead
Founding Member of AdCP (2025) and co-lead of its Signals & Measurement working group — at the table for the agentic-advertising standard, not commenting from the sidelines.
- Agentic Advertising
What it provesDirect standing in the standards work that the agentic thesis depends on.
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Former IAB leader
IAB leadership across three chapters plus the Ad Tech Advisory Council (since 2015), including Board (NYC) and Co-Chair (Singapore).
What it provesIndustry-body leadership history backs the operating point of view.
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DMEXCO columnist + Forbes Tech Council
Official DMEXCO columnist (since 2024), moderator of the DMEXCO 2026 Tech Stage panel “From Data to Impact”, and Forbes Tech Council contributor (2023–2024).
What it provesThe writing is editorially vetted by industry institutions, not self-published only.
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Currently operating, not retired into advisory
Global Head of Enterprise at Samba TV and Founder of No Fluff Advisory — advising from inside a live operating role.
- Advisory Retainer
What it provesThe advice is current. The playbook is being run today, not remembered from a decade ago.
Artifacts.
Reference assets and the reading behind them.
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Artifacts — the reference assets
What an engagement actually ships — maps, matrices, operating models, scorecards, and proof systems, by category. A catalogue of artifact types, mapped to the decision each one unblocks.
What it provesThere is a body of concrete, reusable work product behind the advisory — not just conversations.
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Bookshelf — 285 books
The reading behind the thinking — 285 books across strategy, leadership, AI/data, philosophy, and GTM.
What it provesThe point of view is sourced. The inputs that shape the thinking are on the record.
Need this applied to a live problem?
The receipts are the easy part. The work is turning them into a decision you can act on this quarter.