Writing
Research essays, published bylines, and the running argument about where the stack is heading.
Research essays
Long-form pieces from the research program behind the agentic thesis.
Research
The Attribution Floor: What the W3C Is Quietly Building Into the Browser
Google, Mozilla, and Meta are co-editing a browser-native attribution standard. It will not replace your measurement stack, but everything in that stack will sit on top of it.
Research
Closing the Loop Outside the Walled Gardens: Who Is Actually Doing It
A survey of every serious attempt to rebuild the closed feedback loop on the open web, and an honest read on which ones are real.
Research
Marketers of Catan: Digital Measurement Can Be Solved With a New Toolkit
Identity measurement is probabilistic on a sample nobody randomized. Place and time are representative by construction: canonical geography, canonical time, one unit for both sides of the transaction.
Research
How a Modern Ad Ranking System Works
The architecture behind every walled-garden ad platform, explained end to end: retrieval, multi-input ranking, auction, and the closed loop that is the real moat.
Research
Segments vs. Embeddings: How Audiences Actually Travel in a Bid Request
The context economy does not replace segments with embeddings. It runs both, and the interesting questions are about model agreement, audit, and set logic.
Research
The Parity Benchmark Hiding in Google's Help Center
Google publicly documents seven contextual inputs to Ad Rank. The open web runs on roughly two of them. That page is the cleanest measure of the gap.
Research
The Models Predict by the Hour. The Buy Settles by the Week.
Auctions clear in milliseconds, but the numbers that decide what the money bought, Nielsen's currencies and Google's mix models, run on three days, seven days, and a week. A public spec just set advertising's clock to the hour.
Research
Meta Dropped the DMA. Advertising Still Has No Map of Its Own.
On June 22 Meta stopped honoring Nielsen's DMA codes in automotive model ads. Nothing about the ground changed. Every model keyed to those codes still has to be rebuilt.
Published elsewhere
Bylines, interviews, and talks, 2016 to now.