Insights
Field notes.
How the machinery of modern advertising works, written for the people who approve the budget. No gated PDFs. No predictions about next year.
Last click is a seating chart, not a guest list
Attribution tells you who was standing nearest the door when the sale walked in. Incrementality tells you who came because you invited them. A primer on the difference, and three tests almost any advertiser can run.
The inbox is a reputation system
SPF, DKIM, DMARC and the bulk-sender rules from the big mailbox providers, explained without an RFC in sight. Plus the habits that keep a sending domain in good standing.
Where a programmatic dollar goes
Follow a dollar from the insertion order to the page. Who takes a share, what ads.txt and sellers.json are for, and five questions to ask whoever buys your media.
What an affiliate program is actually paying for
Introducers, persuaders and closers all earn the same commission in most programs. They should not. A way to think about partner value that goes beyond the last click.
Bring us the number
you actually answer for.
Tell us what you sell, who buys it and what the business needs from media this year. We reply with a point of view, not a deck.
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