Adtechology
The Attribution Trap in Advertising: Incrementality vs ROAS
What Happened Because of Advertising? There is a question every marketer eventually…
AI Changes Advertising: From Attention to Utility
A few years ago, if you wanted to buy a washing machine, you probably did…
The Great Advertising Paradox: Long Tail Gets Commoditised & Short Head Becomes Premium
Imagine a wedding buffet. There are 50 dishes, but everyone is standing in the same…
Cracking the Code: Exploring Monetization Models
“Are you monetized yet?” “How much money are you making?”…
ARPU or LTV? Importance of ‘Unit Economics’ in Product Metrics
How valuable is your company? Revenue rich but profit poor? In data-driven…
Secret to Publishers’ Advertising Success → Identify & Leverage Intent data
How many times have you felt that you’re wrongly targeted and scratch your head to…
Stop Choosing Between ‘Brand’ vs ‘Performance’. Build Ad-Utility.
“Knock, knock.” “Who’s there?” “Interruptive marketer.” “🤦🏻♂️” How…
Measurements vs Metrics: Ensure Right Product Analytics
“What gets measured gets done.” But we need to…
Metaphors: Organize Design Thinking for Paradigm Shift
Her (Movie), directed by Spike Jonze: It opens with Theodore Twombly, a…
Feedback Design: How to make products intelligible
How many times have you watched people at the elevator repeatedly push the “Up” button?…
Understanding Mental Models & its value in Product Development
Daniel Kahneman says – the human brain tends to be very lazy by default. At…
Future of Adtech: Why combination of AI, blockchain & marketplace is a winner?
We know this paradox – users expect personalized experiences, yet they detest the attempts by brands/publishers…
Advertising in Privacy-centric era: Which ID-system & data-sharing model is a winner?
Has this happened to you? A perfect targeted ad. Or a creepy…
More clicks or Better clicks? (Intent vs Expectation)
How many times have you spent almost 30 minutes trying to find a show to…
Are Vanity Metrics of any value? How to build valuable Metrics?
The key to success in any endeavor is measurement. We need to set KPIs/metrics and…