Insights

What we learned shipping the work.

No listicles. Notes from live engagements — measurement, AI deployment and performance engineering.

Measurement

The attribution stack that survived the cookie collapse

Third-party cookies are gone, consent gating is universal, and platform-reported conversions are fiction. Here is the stack we run instead.

2026-07-14 · 8 min read

Applied AI

Vendor pricing pages quote per-minute rates. Here is the full cost model from a year of production deployments.

2026-06-22 · 6 min read

Engineering

Speed stopped being a technical nicety the moment paid media auctions and conversion rates both started pricing it in.

2026-06-03 · 5 min read

Operating model

The agency pyramid works for the agency. It rarely works for the client paying for it.

2026-05-18 · 4 min read

Applied AI

Most AI projects fail because they start with the model. The ones that work start with a workflow that was already broken.

2026-04-29 · 7 min read

Conversion

Media buying gets the attention. The page decides whether the money was worth spending.

2026-04-08 · 6 min read