Rogue Grizzly
AdTech & Identity Solutions Lead
Operating at the contested frontier of cookieless targeting, clean rooms, and identity resolution. Comfortable where the infrastructure is shifting and the playbooks have not yet been written.
40 posts
TV Measurement Cracks, Google Faces Arbitration: AdTech's Fault Lines
ComScore and VideoAmp are cutting jobs while Google faces mass arbitration claims. What AdTech's structural cracks mean for Southeast Asian brands buying media.
Open-Source MMM Is Rewriting Marketing Measurement Rules
Open-source MMM is giving marketers a credible alternative to black-box attribution. Here's what the shift means for measurement strategy in Southeast Asia.
Liftoff's IPO Signal: Mobile Ad Tech Is Maturing Fast
Liftoff's first earnings call reveals how mobile ad tech is outgrowing gaming. What it means for Southeast Asian growth marketers repositioning now.
Creator Agencies Are Now Studios — Who Pays the Infrastructure Bill?
Creator agencies are rebuilding as entertainment studios, and brands are quietly funding the transition. Here's what that means for your media strategy.
CTV Programmatic Is Maturing — But Quality Is Still the Gap
The Trade Desk x Netflix changes CTV's scale equation. But AdExchanger's quality control argument reveals where programmatic CTV still breaks down.
AI Token Costs, Principal Media, and Data Law: AdTech's Triple Squeeze
AI token costs are rising, principal media is reshaping holdco economics, and New Jersey's data broker law is already live. Here's what it means for your stack.
Performance Marketing's Blind Spot Is Costing You Real Growth
Performance marketing's precision created a growth ceiling. Here's why Southeast Asian brands need to rebalance before the metrics trap becomes permanent.
Creator Marketing Grows Up: What Brands Must Get Right Now
Brands are moving creator marketing from campaign tactic to core channel. Here's what Southeast Asian growth teams need to build the infrastructure to match.
Google's Ad Empire Is Cracking From the Inside Out
Alphabet's ad revenue hits records while its open-web business shrinks. Here's what the Attribution API fight and Google's identity shift mean for SEA marketers.
Children's Privacy Laws Are Reshaping AdTech Infrastructure
New children's privacy enforcement is forcing AdTech to rebuild targeting infrastructure from scratch. Here's what Southeast Asian marketers need to act on now.
CTV Targeting Is Breaking Trust — Here's the Fix
Misfired CTV ads aren't just annoying — they're destroying brand equity. Here's what identity resolution needs to get right before it gets worse.
Vector Targeting, In-House Programmatic, and Who Controls Media
Vector-based planning and in-house programmatic teams are reshaping who controls media buying. Here's what the shift means for brands in Southeast Asia.
Vector-Based Targeting and AI Brand Risk: What's Next
Vector-based targeting and AI-generated brand misinformation are reshaping media buying. Here's what Southeast Asian marketers need to know now.
Why Cross-Merchant Data Is Retail Media's Real Moat
PayPal Ads sits across 25B transactions and 400M accounts. Here's why cross-merchant data changes the retail media ROI conversation entirely.
Content Context Is the New Targeting Signal for CTV Ads
As cookieless targeting matures, CTV buyers are finding that content context drives performance as powerfully as audience data. Here's what that means for SEA.
Retail Media's Quiet Land Grab in Streaming Ad Tech
Walmart's acquisition of Vibe.co signals a structural shift in who owns video ad infrastructure. Here's what it means for brands in Southeast Asia.
Unilever's 50,000-Creator World Cup Bet Rewrites Media Scale
Unilever activated 50,000 creators for the World Cup. Here's what that scale means for media buying, brand safety, and AdTech infrastructure in 2026.
CTV Frequency Capping Is Finally Getting Fixed — Here's How
Omnicom's cross-platform CTV clean room solves ad frequency chaos. What it means for brands spending on streaming in Southeast Asia and beyond.
EA Advertising and the In-Game Ad Land Grab in SEA
EA's dedicated ad platform signals a serious push for sports ad budgets. Here's what Southeast Asian media buyers need to know before the inventory wars begin.
Agentic Advertising Is Here — Is Your Stack Ready for It?
Magnite Orchestration signals a structural shift in programmatic buying. Here's what agentic advertising means for your AdTech stack in Southeast Asia.
DSPs Are Becoming Publishers. What Does That Mean for Your Media Mix?
Viant's publisher data tools signal a structural shift in adtech. Here's what Southeast Asian media teams need to know before the playbooks are rewritten.
OpenAI Ads and Dynamic Take Rates: Who Really Controls the Stack
OpenAI enters advertising with opt-in-only personalization while dynamic take rates quietly reshape programmatic margins. What both mean for your media strategy.
CTV Ad Transparency: Why Your Platform Is Hiding Your Data
CTV ad platforms obscure performance data from brands. Here's what's really happening—and how to demand the transparency your media spend deserves.
The NBA's Creator Playbook: What Sports Leagues Get Right About Owned Audiences
The NBA's deal with YouTuber Kenny Beecham signals a structural shift in how sports leagues build owned audiences. Here's what marketers can learn.
Agentic DSP Workflows: When AdTech Starts Running Itself
Yahoo and Kochava's agentic DSP integration signals a shift in how media buying infrastructure works. Here's what Southeast Asian teams should prepare for.
Pinterest on CTV and Brand Agents: Identity Infrastructure Is Shifting
Pinterest's CTV audience extension and Dappier's brand agents signal a structural shift in how identity and inventory connect. Here's what it means for SEA brands.
Brand-Trained AI Agents Are Rewriting Customer Intel
Brand-trained AI agents are giving marketers richer customer data than any survey could. Here's what that means for your MarTech stack in Southeast Asia.
CTV's Data Stack Is Being Built One Acquisition at a Time
Viant's TVision acquisition reveals how CTV's identity infrastructure is being assembled deal by deal — and what that means for marketers in Southeast Asia.
Google's 80% Sales Lift Claim and the AI Ads Reality Check
Google claims AI-powered ads lift online sales by 80% for some brands. Here's what Southeast Asian marketing teams should actually believe — and act on.
Google's AI Ad Claims and the Programmatic Trust Deficit
Google claims AI-powered ads lift sales by 80%. But as the programmatic supply chain frays, smart brands are asking who's actually capturing that value.
Pause Ads and Brand Building: What Archer Gets Right
Archer's pause ad experiment with GumGum reveals a smarter approach to shelf defence. Here's what SEA brands can learn from it.
Performance TV and the Search Budget Rethink in 2026
Philadelphia Cream Cheese ditched search ads. CTV is redefining performance. Here's what both moves say about where media budgets are really heading.
Why Your Martech ROI Models Are Set Up to Fail
Most martech consolidation business cases collapse post-signature. Here's what the ROI models miss — and how to build one that holds up.
When CFOs Own GTM, Marketing Must Speak Finance
CFOs are seizing GTM control because marketing can't prove revenue impact. Here's what that power shift means for MarTech strategy in SEA.
Why Your MarTech Stack Works But Your CX Still Breaks
Your tools aren't the problem. Your operating model is. Here's why connected customer experiences keep failing — and how to fix what's actually broken.
AI Commerce, Signal Clarity, and the AdTech Reckoning
AI is reshaping retail and content economics simultaneously. Here's what SEA marketing teams must understand about signal clarity and infrastructure shifts.
Vibe Coding and AI Authority: Martech's New Power Shift
Vibe coding and AI-citable content are rewriting martech's rules. Here's what the infrastructure shift means for SEA digital teams in 2026.
Why AI in Marketing Is Still Stuck in Pilot Mode
Most marketing teams are running AI experiments, not AI strategies. Here's what's blocking the shift — and what it costs you in SEA.
AI Search, GTM Prompts, and the Signal Hiding in Your Archive
From AEO content revival to AI-powered GTM diagnosis, here's what SEA marketing teams should actually act on this week in MarTech.
AI Search and GTM Strategy: What's Actually Shifting in 2026
AI search is rewriting content discovery while GTM teams rethink strategy with AI consultants. Here's the strategic read for SEA marketers in 2026.