Where to start.
There are 88 essays on this site, filed newest first, which is the right order for someone who has read the other 87 and the wrong order for everyone else. So: 5 routes through it, 5 essays each, in sequence, with the reason each one sits where it does. Roughly an hour a route. Every route ends where its argument ends commercially — take that link or don't; the essays stand on their own either way.
New to agentic advertising
You keep hearing "agentic" and want the argument, not the vocabulary.
- 1 Stop reading about "The Agentic Future"...
The shortest way in: stop reading think pieces and go build one small thing. Sets the posture for everything below.
- 2 The Campaign Is Dying. The Action Space Is the New Marketing Operating System.
The frame the rest of the corpus runs on — the campaign gives way to an action space, and the marketer's job moves to designing constraints.
- 3 Recommendation or Decision? The Veto That Doesn't Scale
Where the line between a recommendation and a decision actually sits. The answer is "behind us", which is why the next two matter.
- 4 Whoever Writes the Constraints Owns the Outcome
Once the line is crossed, someone is answerable. Accountability follows the action space, not the org chart.
- 5 What Agents Can't Manufacture
Closes the loop: every cycle relocates scarcity. In an agentic market the one asset a machine cannot mint for itself is trust.
The measurement-currency argument
You own a number someone else is about to dispute.
- 1 iROAS Is Not a Number, It's a Negotiation
Start with the cleanest demonstration: one campaign, 54 defensible iROAS values, most of them flipping sign on methodology alone.
- 2 Business Outcomes Isn't a Number
The same failure one level up. "Business outcomes" is not a fourth number competing with cost and ROAS — it is a different kind of object.
- 3 The Metric That Was Never About You
Now rank the damage. Attention breaks first because it was an inference about something nobody could observe, not a measurement of the market.
- 4 Measurement, on the Browser's Terms
Shifts from what counts to who decides. The browser is bidding to become the counterparty that grants measurement its standing.
- 5 Measurement, on the Street's Terms
The counter-example that makes the standard concrete: the channel everyone calls unmeasurable has published its method since 1933.
The AdCP arc
You have to decide what your company does about agentic protocols this year.
- 1 AdCP: The Open Standard for Agentic Advertising
The primer. What the Ad Context Protocol is and the one-line promise it makes: connect once, operate anywhere.
- 2 The Missing Link in Ad Tech: How UCP & AdCP Are Finally Unifying the "Alphabet Soup"
Where AdCP sits next to UCP and the rest of the alphabet soup, so the map is straight before the detail arrives.
- 3 Notes from the Implementer Seat
What running a live signals agent teaches that reading the spec does not. Read it before you scope any implementation.
- 4 The One Standard That Clears the Deal
The test that separates a standard from infrastructure: most standards reduce friction, one clears or blocks the transaction.
- 5 AdCP vs AAMP: The Retrofit and the Greenfield
The live comparison. Two standards shipped 48 hours apart; the difference is ancestry — retrofit onto existing rails versus greenfield.
US market entry
You are an international AdTech, MarTech, or data vendor with traction at home and nothing yet in North America.
- 1 Unlocking the US Market
The seven-step entry audit. Do this before the first US hire, not after the first stalled quarter.
- 2 The Great Repackaging
The market you are actually entering: curation became the organizing fight of programmatic in under two years, and every exchange already has a named platform.
- 3 The Packaging Problem
The most common stall. You arrive with more capability than a US buyer can purchase in one story, and capability does not sell itself.
- 4 Nobody Sells an Outcome
What buyers say they want, and why nobody can currently sell it — selling an outcome means warranting it, and warranting means pricing the miss.
- 5 The Risk You Can Price
The practical end of that argument: which parts of the miss can actually be underwritten today, and who the first cover protects.
Evgeny in five essays
You are deciding whether the person behind the writing is worth a call.
- 1 The Context Economy Has a Governance Problem
The argument made most often here: the industry named the shift correctly, and the governance layer everyone skipped is the whole ballgame.
- 2 The Answerer of Record
The long-form synthesis — eight polls read as one question, three candidate answers, one survivor. This is what a season of work compresses into.
- 3 The Intelligence Economy
The method, visible: a headline claim from Cannes checked against six months of verified record, and what the record actually says.
- 4 Fire the Dashboard, Hire the Agent
Not a think piece. A complete build recipe for a system running on this site, with the APIs, the cadence, and the cost.
- 5 El Corazón - The story of “Why”
The one that is not about advertising. Why any of the rest gets written the way it does.
If none of these is the shape of your problem, the full archive is searchable — and a call is faster than a route.