Insights
Field notes for people who buy and sell media.
No trend listicles, no vendor pitches. Audits, mechanics, and the numbers behind the programmatic supply chain — written the way we'd want to read them.
Programmatic transparency
The supply path audit: a working checklist.
Trace every hop, price every fee, cut what can't justify itself. The 10-step audit we run, including the holdout that settles the reach argument. Jun 2026 Programmatic transparencyads.txt vs sellers.json, explained.
One file says who may sell. The other says who gets paid. How the two files plus the schain object make every dollar traceable — if anyone bothers to look. Jun 2026Coming next: the made-for-advertising field guide, incrementality for CTV buyers, and the first quarterly Signal Report. New notes twice a month.