AdTech & Measurement.
Programmatic, Marketing Mix Modeling (MMM), attribution, embeddings, and the data infrastructure beneath modern advertising — from DMPs and OpenRTB to NNN and Transformer-based measurement.
- 01Jul 2026
The Great Repackaging
Curation went from an SSP side product to the organizing fight of programmatic in under two years: every exchange has a named platform, the data specialists got absorbed by credit bureaus and holdcos, retail media and CTV fused into curated marketplaces, and now the agencies are building marketplaces of their own — Stagwell's, announced this week, assembles bespoke supply with AI agents fed by The Trade Desk's own quality data. This is the audience economy reorganizing itself on the supply side. The question is not whether the packaging adds value. It is who signs the package — and what happens to a shelf of pre-cut deals when buyers gain an agent that can assemble supply per brief.
- 02Jul 2026
The Context Economy Has a Governance Problem
An AdExchanger column just named the shift the whole industry is feeling: from an audience economy to a context economy. It is right, and it is the direction a season of this site's writing has been pointing. But 'understand the moment and act on it instantly' is one governance layer away from being a faster surveillance economy — and that layer is the whole ballgame.
- 03Jul 2026
AMC Is Free Now — Sort Of: What Amazon's Clean-Room Democratization Actually Changes
Amazon opened AMC to all sponsored-ads advertisers in Sept 2025. What's free, what still costs, what the 100-user threshold hides, and what expires Dec 2026.
- 04Jul 2026
CDP vs. Reverse ETL Is the Wrong Question
People search 'CDP vs. reverse ETL' like it's a product bake-off. It's a category error — one is a suite, the other is a pipe. The real question is where the customer truth should live, and once you answer that, the comparison resolves itself. A decision table, three scenarios, and the trap on each side.
- 05Jul 2026
iROAS Is Not a Number, It's a Negotiation
The same campaign, 54 defensible iROAS values, 83% flipping sign on methodology alone. Eight audit questions — and the failure mode each one catches.
- 06Jul 2026
The Prebid Sales Agent: AdCP's Sell Side Lands in the Wrapper
AdCP's sell side is a deal machine beside the wrapper, not inside it — the architecture, the deal loop, five publisher decisions, the caveats nobody prints.
- 07Jul 2026
Measurement, on the Browser's Terms
The W3C Attribution API debate, read as a constitutional question. Mozilla's Martin Thomson says the quiet part precisely: the test of any privacy technology is not the information flows — it is who decides. The browser is bidding to become the counterparty that grants measurement its standing, and every operator concern in the spec follows from that one move.
- 08Jun 2026
The Composable CDP: How Customer Data Stopped Moving
A framework for the warehouse-native generation of customer data: what 'no data egress' actually buys, why reverse ETL became the last mile, how multi-cloud clean rooms split the work, and where the lock-in really went.
- 09Jun 2026
The Packaging Problem
AdTech platforms now own more capability than ever. The winners will be the ones that turn capability into one buyable story through commercial architecture.
- 10Feb 2024
The advertising industry stands on the cusp of its greatest transformation yet.
AR/VR, Web3, regulation, and generational power shifts. The five-year outlook for the ad industry.
- 11Dec 2023
Is Apple harvesting adtech data?
The strategic read on App Tracking Transparency — Apple's privacy posture as competitive intelligence.
- 12Dec 2023
Meta Trends - 2024 (TL;DR)
Ten transformative trends — shoppable TV, retail media × streaming, data-driven decisioning — for 2024 planning.
- 13Nov 2023
Data clean rooms and zero-party data: Powerful solutions for a cookie-less future
The post-cookie playbook — zero-party data plus clean rooms as the durable identity stack.
- 14Mar 2023
How clean rooms will power the future of digital marketing in 2025?
Secure multi-party data environments — the substrate for targeting, attribution, and personalization without raw PII.
- 15Mar 2023
How Web3, NFT and Blockchain will shape the future of digital marketing?
Decentralization, authenticity, transparency, and privacy — how Web3 primitives reshape brand-consumer trust.
- 16Mar 2023
5P Framework to understand the Future of Digital Marketing
Purpose, People, Platform, Process, Performance — Paul Roetzer's five-P framework applied to programmatic.
- 17Feb 2023
How brands should utilise zero party data (ZPD) as part of marketing strategy in 2023 and beyond?
How proactively-shared customer data fuels personalization, product roadmap, and durable trust.
- 18Jan 2022
The Future of Addressability = $100B
When you run a quick keyword search of "addressability" on LinkedIn titles and get hundreds of roles, it is a clear indication that the time has come to write something provocative and radical as $100B+ on the subject. This narrative is...00B+ of post-cookie open-web spend. The four addressability paths and which ones survive 2023.00B+ of post-cookie open-web spend. The four addressability paths and which ones survive 2023.00B+ of post-cookie open-web spend. The four addressability paths and which ones survive 2023.
- 19Aug 2021
Marketing is Dead, Long live the Marketing
The four pillars of the marketing loop — Targeting, Delivery, Measurement, Optimization — rebuilt for the post-cookie era.
- 20May 2016
5 Data Points every Advertiser should look at...
Five practical tips — DMPs, third-party data, segmentation, look-alikes, data-driven action — for profitable consumer relationships.
- 21Feb 2016
Data Portability and Application Interoperability – what is all the fuss about?
Decoding two over-used terms — and why the DMP is the central nervous system of an interoperable mar-tech stack.
- 22Dec 2015
The DMP and Programmatic
How DMPs power PMP packages, custom audiences, private data marketplaces, and the four scenarios that matter.
- 23Sep 2015
Data is the New Currency to power Attribution
Why the DMP is the foundation for multi-touch attribution and the connective tissue across marketing channels.
- 24Aug 2015
Debunking cross-device myth
Deterministic vs probabilistic matching. The eight questions to ask every cross-device vendor before signing.
From writing to engagements.
The thinking on this page shows up in the vertical playbooks below — abstracted from real client engagements.
- Travel & Hospitality
Travel tech operator + travel data insider — for vendors unifying portfolios or modernizing the data graph.
View playbook → - Audio
When audio platforms fight for US brand budget, the bottleneck isn't reach — it's the buyer narrative.
View playbook → - Performance & Native
Native + recommendation platforms grow fast — the US enterprise bottleneck is rep productivity and ACV expansion.
View playbook → - Attention
Attention measurement is a category that has to be created — not just sold.
View playbook → - Mobile App Growth & In-App Programmatic
App-first DSPs and mobile growth platforms turning existing US demand into a focused, lean commercial engine — not a cold market entry.
View playbook → - Growth Operating System
Operating model for aligning marketing, sales, data, and customer feedback into one revenue system for scale-up growth.
View playbook → - Org Design for Scale-Ups
Org design is GTM infrastructure. This playbook helps scale-ups move from heroic execution to clear ownership, decision rights, capacity planning, and repeatable operating cadence.
View playbook →