Adtech has spent the last 20 years trying to fix itself. Every few years, a new challenge emerges and, almost inevitably, we build another technology to solve it. A new layer. Another shiny new toy. The intention is usually good, and the technology is often clever. But somewhere along the way, we've created a system that can be incredibly sophisticated and mind-numbingly complex at the same time. Ask a simple question like “Did my media work?” and the answer can feel like an

Somewhere along the way, the industry normalised a level of operational faff and complexity that would feel ridiculous almost anywhere else. This piece explores why agencies are still working so hard to hit KPIs - and how curated marketplaces are changing the starting point for programmatic performance.

As agentic advertising tests the limits of the open web, the industry is being forced to confront a bigger question: what sits above the pipes? In 2026, progress will come from simplification, transparency, and curation that surfaces value rather than hiding it.

You’ve got curated deals from us live in your DSP. But something’s not quite clicking like it did when our eyes first met. Fewer bids. Dodgy delivery. Impressions drying up faster than a suburban British lawn during a six-week rain drought. Let's explore why.

As the conversation around adtech tax gains momentum, so too does scrutiny of the hidden incentives shaping the programmatic ecosystem.

Imagine a world where the complexities of media buying are simplified to the point where time is no longer a barrier to success.

The saying "don't be good, be lucky” was rattling around our heads a lot this past year, as the opportunity we saw in the market very quick

It’s fair to say that 2024 has been a whirlwind; Paris gave us an unforgettable (and slightly soggy) Olympics, Netflix’s TV adaptation of Th