About

How modern marketing actually works.

The faster everything moves, the more I come back to the boring questions.

Does this ad actually create demand? What does "attribution" really measure? When should I trust a number, and when should I run?

This is a blog where I try to figure that out, in public. Martech. Mobile ads. Measurement. Personalization. Growth. Marketing science. And the AI agents now sitting between every advertiser and every impression. My slant will be all over it. That's what blogging is for.

I don't have most of the answers. I'm reading, running experiments, talking to people in the industry and in academia, and writing what I learn along the way.

I keep this as simple as I can. If something reads hard, that's me missing something, not you. And no AI writes these. A final polish at the end, that's it. If a model was writing them, I'd have no reason to run this blog.

If you've been wondering what's really going on underneath all the noise, let's figure it out together.