Theory
I've published.
Four frameworks for the agentic era — one IAB Tech Lab specification, one cognitive-science measurement model, one psychographic prediction architecture, and one operating methodology for international market entry. All open-access.
EARO
Exposure → Attention → Relevance → Outcome. A holistic model for measuring marketing effectiveness in the age of agentic AI.
Grounded in cognitive science — specifically Dr. John Vervaeke's theories of relevance realization and collective intelligence — EARO replaces attention-only measurement with a four-component model spanning 22 measurable metrics. Explicitly models the Exposure → Attention → Emotion chain so campaigns can be evaluated on the why, not just the what.
Agentic Audiences (UCP)
A Technical Specification for Embeddings-Based Agent-to-Agent Advertising. Open standard donated by LiveRamp to IAB Tech Lab in Q4 2025.
UCP defines how intelligent agents exchange compact embeddings of 256–1024 dimensions — encoding identity, contextual, and reinforcement signals in a privacy-preserving, interoperable format. RTB-compatible latency through binary quantization. The Vector Alignment Contract (VAC) solves the cross-model interop problem so vectors from different foundation models still produce meaningful similarity.
Behavioral Prediction Framework
21 psychographic dimensions for ad activation — designed to predict user propensity to engage with probability above 0.85.
Integrates cognitive, emotional, dispositional and temperamental traits into a single model. Maps directly to adtech activation touchpoints — attention modeling, creative optimization, and media planning — with a JSON schema for real-time bidding integration.
7-Step Market Entry Audit
The operating methodology for international AdTech, MarTech, and data vendors entering the US market.
Not a whitepaper — the working framework shipped on every engagement. Time-boxed, decision-oriented. Sequence sourced from years of sell-side and buy-side practice across APAC, EMEA, LATAM, and the Americas. Each step has a measurable output.
Frameworks are
the start.
The whitepapers and methodologies above are open-access. If you're applying them to a specific commercial or technical problem, there's usually more to talk through than fits on a page.