Latest published works

This is the dated index — a citation and machine-reading surface, not a reading list. If you came here to read, start at the writing index: it has the context and reading paths this page leaves out on purpose.

Everything published here by Evgeny Popov, newest first, one dated line each — 94 essays and counting, so people and machines can answer “what was published, and when” without guessing.

2026

  1. Sixteen Fridays, One Question
  2. Where the Surplus Settles
  3. The Record Is Not the Relationship
  4. The Layer That Didn't Ship
  5. The Evidence Premium
  6. The Risk Residue
  7. Negotiating the Nouns
  8. The Risk You Can Price
  9. The Open Web Isn't Dead. It's Uninsured.
  10. Nobody Sells an Outcome
  11. The Shelf You Can Restock
  12. The Mandate Finished Last
  13. Measurement, on the Street's Terms
  14. The Gate That Said No
  15. The Answerer of Record
  16. AdCP vs AAMP: The Retrofit and the Greenfield
  17. The One Standard That Clears the Deal
  18. Business Outcomes Isn't a Number
  19. One Event, Three Machines: Orchestrating Conversions Across PMax, Advantage+, and OpenAI Ads
  20. The Loop Closed Inside the Wall
  21. Give Your Writing a Brain
  22. The Intelligence Economy
  23. The Great Repackaging
  24. The Context Economy Has a Governance Problem
  25. AMC Is Free Now — Sort Of: What Amazon's Clean-Room Democratization Actually Changes
  26. CDP vs. Reverse ETL Is the Wrong Question
  27. iROAS Is Not a Number, It's a Negotiation
  28. Measurement for Agentic Commerce
  29. The Prebid Sales Agent: AdCP's Sell Side Lands in the Wrapper
  30. Measurement, on the Browser's Terms
  31. Fire the Dashboard, Hire the Agent
  32. Whoever Writes the Constraints Owns the Outcome
  33. The Metric That Was Never About You
  34. Adtech and Martech Were Never Two Industries. They Were Two Copies of the Customer.
  35. The CMO Owns the Action Space
  36. When the Buyer's Agent Meets the Seller's Agent
  37. The Customer's Agent Arrived First
  38. The Campaign Is Dying. The Action Space Is the New Marketing Operating System.
  39. What Agents Can't Manufacture
  40. Recommendation or Decision? The Veto That Doesn't Scale
  41. The First AI-Native Fraud Isn't a Fake — It's Laundered Authority
  42. The Composable CDP: How Customer Data Stopped Moving
  43. Do We Still Need Standards When Machines Understand Context?
  44. Notes from the Implementer Seat
  45. The Packaging Problem
  46. Signal Containerization: The Next Abstraction Layer for Agentic Advertising
  47. Agentic Advertising Protocols: A Unified Map of What's Next
  48. Automate Lead Qualification in 90 Minutes....
  49. Stop reading about "The Agentic Future"...
  50. AI Agents in Ads need a "Common Language"
  51. The Missing Link in Ad Tech: How UCP & AdCP Are Finally Unifying the "Alphabet Soup"

2025

  1. Part 4: Why Your Campaign Reports Are Already Obsolete
  2. Part 3: The 100-Millisecond Battlefield Where AI Makes or Breaks Campaigns
  3. Part 2: The Death of the Quarterly Campaign Planning Cycle
  4. Four Article Series: The Agentic Transformation of Digital Advertising
  5. AdCP: The Open Standard for Agentic Advertising
  6. From #OpenToWork to #Hiring
  7. Embeddings: The Next Frontier in Advertising?
  8. Behavioral Prediction Framework for Advertising
  9. How Story, Emotion, and Archetypes Shape the Future of Contextual Advertising
  10. Blending Freytag’s Pyramid and Plutchik’s Wheel with MCP and Agentic AI
  11. From Meridian to NNN: How Transformers Are Redefining Marketing Mix Modeling
  12. Relevance Realization: The Cognitive Science of Attention in the Age of AGI and Advertising
  13. MCP. A2A. OMG. The New ABCs of Advertising AI
  14. Attention Isn’t Enough—The Future of Marketing is Relevance
  15. Guide: How I’d Build a Delta Air Lines Campaign for Possible in Miami
  16. Contextual 3.0 - How Context Agents Are Transforming Media Planning

2024

  1. Unlocking the US Market
  2. The Dawn of Artificial General Intelligence
  3. The advertising industry stands on the cusp of its greatest transformation yet.
  4. Revolutionizing Digital Marketing: How AI is Redefining SEO and SEM in the Era of Instant Answers
  5. The Ghosting Phenomenon: Restoring Integrity in Professional Communication
  6. Is 2024 the year of the Federated Learning ie "Year of Mobile ML"?

2023

  1. Contextual advertising of the future - "New game, New Rules"
  2. Is Apple harvesting adtech data?
  3. 100 books you may want to read...
  4. Meta Trends - 2024 (TL;DR)
  5. Data clean rooms and zero-party data: Powerful solutions for a cookie-less future
  6. How clean rooms will power the future of digital marketing in 2025?
  7. How AI will transform the future of digital marketing?
  8. How Web3, NFT and Blockchain will shape the future of digital marketing?
  9. 5P Framework to understand the Future of Digital Marketing
  10. How brands should utilise zero party data (ZPD) as part of marketing strategy in 2023 and beyond?

2022

  1. The Dream Job - This Way Please....
  2. The Future of Addressability = $100B

2021

  1. Marketing is Dead, Long live the Marketing
  2. El Corazón - The story of “Why”

2020

  1. One Way to Happiness
  2. Self-actualization in the past 10 days of Self-quarantine

2016

  1. 5 Data Points every Advertiser should look at...
  2. Data Portability and Application Interoperability – what is all the fuss about?

2015

  1. The DMP and Programmatic
  2. Data is the New Currency to power Attribution
  3. Debunking cross-device myth

Maintained references

Continuously updated pages — standards guides and reference utilities that carry their own last-reviewed dates on-page rather than a single publish date.

  1. Standards & Protocols
  2. AdCP — Advertising Context Protocol
  3. IAB Agentic Standards
  4. Research & Measurement Science
  5. Core AdTech Standards
  6. Privacy & Consent Standards
  7. Measurement & Media Quality
  8. Video & Mobile Ad Delivery Standards
  9. DOOH & Place-Based Media Standards
  10. Audio & Podcast Advertising Standards
  11. Prebid & Header Bidding Infrastructure
  12. Retail / Commerce Media Measurement
  13. Prebid vs Amazon TAM vs Google Open Bidding
  14. Prebid.js 10 → 11 Migration
  15. OpenAds vs Prebid: The Wrapper Schism
  16. Prebid Defaults That Hold Up
  17. DOOH vs Traditional OOH Buying
  18. Header Bidding Troubleshooting: A Prebid Decision Tree
  19. In-Store Retail Media Measurement, Decoded
  20. Retail Media Network Measurement Comparison
  21. IAB Incrementality Guidelines, Decoded
  22. Composable CDP vs Reverse ETL vs Packaged CDP
  23. Data Clean Rooms, PETs & PAIR
  24. Event & Conversion APIs and Outcome Signals
  25. CTV, Streaming & Live Event Advertising
  26. Sustainable Media & Carbon Measurement
  27. Glossary
  28. Credentials
  29. Bookshelf
  30. Artifact Library
  31. Living Maps
  32. AdCP — the hub
  33. AdCP Ecosystem Tracker
  34. AdCP Buyer’s Guide
  35. AdCP Live Console
  36. On the Record
  37. Evolution of Thinking
  38. Trust & Accountability — Evolution of Thinking
  39. Measurement & Attribution — Evolution of Thinking
  40. Customer Data Architecture — Evolution of Thinking
  41. Contextual Intelligence — Evolution of Thinking
  42. Data Clean Rooms & Zero-Party Data — Evolution of Thinking
  43. Agentic Advertising Standards — Evolution of Thinking
  44. Commercial Packaging & GTM Positioning — Evolution of Thinking
  45. No Fluff Weekly
  46. Proof
  47. Research
  48. Borrowed Trust — The State of Native Advertising in 2026
  49. What the Machines Can See — The State of Mobile App Growth in 2026
  50. Proof and Story — The State of Contextual Advertising in 2026
  51. Press kit
  52. Now
  53. Saved
  54. Search
  55. Site Map
  56. Privacy