About

We are starting this work in 2026.  That matters.

Programmatic advertising has existed for more than two decades. In that time, it has delivered extraordinary scale, efficiency, and innovation. It has also accumulated layers of complexity that few participants fully understand and even fewer can clearly explain.

Despite years of standards, frameworks, and promises, the same fundamental question remains unresolved: Where does the money go?  This site exists because it is no longer reasonable to treat that question as rhetorical.

The open web runs on programmatic infrastructure. Brands depend on it for reach. Publishers depend on it for revenue. And yet, economic transparency in the system still lags far behind its technical sophistication. Buyers struggle to reconcile spend with outcomes. Publishers struggle to understand why yield fluctuates. Intermediaries sit between them, often well intentioned, but structurally incentivized toward opacity.

Twenty years on, we are still debating issues that should have been settled long ago.  That leaves the industry with a real choice.

Either we accept that open web programmatic cannot be made economically legible and gradually retreat from it, concentrating spend in closed systems where transparency is limited but expectations are clearer.

Or we do the harder work of fixing the economics.

Fixing the economics does not mean eliminating intermediaries or simplifying the system to nostalgia. It means making incentives visible. It means aligning pricing models with value creation. It means treating media buying not as a black box optimization exercise, but as a financial system that deserves scrutiny.  This site is grounded in the belief that the open web is worth fixing.  Media is worth fixing. 

We believe transparency is not a threat to performance. It is a prerequisite for it. We believe most value leakage is structural, not malicious. And we believe progress comes from education, standards enforcement, and better questions, not outrage. Our work focuses on agency economics, procurement design, attribution governance, supply chain transparency, and inventory quality. We write for people who control budgets, sign contracts, and carry responsibility for outcomes.

If you are comfortable with complexity but uncomfortable with ambiguity, you are in the right place. The open web does not need fewer participants. It needs clearer economics.

We are here to help make that possible.