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Thinking about the machinery of change.
Notes on adtech, artificial intelligence, strategy and the operating decisions that turn an interesting idea into something useful.
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05 articlesAdtech · Verification · Media value
Verification won the hygiene argument. Now it has to explain value.
Avoiding bad media became standard. The next commercial problem is deciding which media deserves more investment.
Adtech · Agentic AI · DSPs
The DSP may survive agentic advertising and still lose control.
DSPs can remain essential infrastructure while agencies and advertisers take back the logic behind the media decision.
Agentic AI · Media planning · Adtech
The first killer app for agentic advertising won’t buy a single impression.
The valuable problem is not pressing the buy button faster. It is deciding what the button should do.
Adtech · M&A · Media intelligence
The Open Web Isn’t Dying. Its Intelligence Layer Is Being Bought.
The open web can remain large while the independent AdTech layer around it becomes considerably smaller.
AI · Adtech · Operating models
The agentic Fermi paradox: if agents are everywhere, where are they?
Agents are increasingly easy to demonstrate. The harder question is whether organisations will trust them with genuine authority.
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