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.
- 01Jun 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.
- 02Feb 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.
- 03Dec 2023
Is Apple harvesting adtech data?
The strategic read on App Tracking Transparency — Apple's privacy posture as competitive intelligence.
- 04Dec 2023
Meta Trends - 2024 (TL;DR)
Ten transformative trends — shoppable TV, retail media × streaming, data-driven decisioning — for 2024 planning.
- 05Nov 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.
- 06Mar 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.
- 07Mar 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.
- 08Mar 2023
5P Framework to understand the Future of Digital Marketing
Purpose, People, Platform, Process, Performance — Paul Roetzer's five-P framework applied to programmatic.
- 09Feb 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.
- 10Jan 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.
- 11Aug 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.
- 12May 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.
- 13Feb 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.
- 14Dec 2015
The DMP and Programmatic
How DMPs power PMP packages, custom audiences, private data marketplaces, and the four scenarios that matter.
- 15Sep 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.
- 16Aug 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 →