Receipts

Proof,
not posture.

Builds, bylines, frameworks, credentials, and operator receipts. Every claim on this site traces back to something you can open, read, run, or verify.

RECEIPTS Builds — shipped code. One of four evidence streams behind the work. Builds shipped code Bylines — published writing. One of four evidence streams behind the work. Bylines published writing Frameworks — open-access models. One of four evidence streams behind the work. Frameworks open-access models Credentials — linked + verifiable. One of four evidence streams behind the work. Credentials linked + verifiable Convergence — the receipts validate the operator. Proof, not posture. The outcome — a validated operator: still operating today, with the receipts to back the advice. OUTCOME Validated operator Run the playbook before teaching it Builds + bylines + frameworks + credentials — proof, not posture.
Builds

Shipped systems, running in production.

  • Build

    Building — where advisory becomes infrastructure

    Working systems — 7 shipped so far, from an open-source AdCP reference implementation and an AI sales-intelligence product to Yevgeny.ai and a full AdCP publisher stack running live on this site.

    What it proves

    The thesis is backed by running code, not slideware. Building exposes the real trade-offs behind the strategy.

    • Market Entry Audit
    • GTM & BD Sprint
    See the receipt
  • Build

    AdCP Publisher Stack

    One publisher, the whole agentic loop: a live AdCP seller agent, a minimal ad server, session-scoped synaptic audiences, human-gated approvals, and honest delivery numbers — all on nofluffadvisory.com, all inspectable.

    What it proves

    This site sells its own inventory the agentic way. The sell side of the thesis runs in production and is open to inspection.

    • Agentic Advertising
    See the receipt
  • Build

    Yevgeny.ai — ask the writing

    A citation-first ask destination over the published corpus — one page, grounded answers with citations, live at www.yevgeny.ai.

    What it proves

    The writing is a working system, not an archive: answers are grounded in the corpus and cite it.

    See the receipt
  • Build

    AdCP Signals Adaptor

    A live, MIT-licensed reference seller implementation for agentic advertising — built so buyer agents can discover, query, activate, and reason over advertising signals through AdCP.

    What it proves

    Standards need working implementations. Protocols become real when buyer and seller agents can test them against running code.

    • Agentic Advertising
    • Performance & Native
    See the receipt
  • Build

    Signal-Stack — pre-call intelligence

    An edge-native AI product that synthesizes call, email, and enrichment data into a pre-call brief — landing inside the daily sales workflow.

    What it proves

    AI products need workflow gravity. They only matter when they land inside the user’s daily work.

    See the receipt
Writing

Published bylines, reading paths, and the dated record.

  • Writing

    Proof and Story: The State of Contextual Advertising in 2026

    A state-of-the-market research paper on contextual advertising: brand suitability, emotion and narrative targeting, curation, CTV, and the vendor landscape.

    What it proves

    The contextual thesis is published as primary research with its own methodology, not asserted in a deck.

    • Market Entry Audit
    • GTM & BD Sprint
    See the receipt
  • Writing

    Writing — the bylines hub

    Published bylines across outlets including AdExchanger, Forbes (Tech Council), DMEXCO (columnist), Advertising Week, The Drum, and ExchangeWire — plus press features in MediaPost.

    What it proves

    The thinking is public and on the record — not invented for a sales page.

    See the receipt
  • Writing

    Agentic Advertising — protocols & agents

    A reading path on AdCP, UCP, MCP, A2A, and the shift from rules-based to reasoning-based advertising.

    What it proves

    A documented, multi-essay point of view on where agentic advertising is heading.

    • Agentic Advertising
    See the receipt
  • Writing

    AI, Attention & EARO

    Cognitive science applied to media — relevance realization, attention as a filter, and the EARO measurement model.

    What it proves

    The measurement thesis is grounded in published cognitive-science writing, not just claims.

    • Attention playbook
    See the receipt
  • Writing

    AdTech & Measurement

    Programmatic, MMM, attribution, embeddings, and the data plumbing beneath modern advertising — from DMPs to Transformer-based measurement.

    What it proves

    Depth across the measurement and data-infrastructure stack, written before it was advised.

    See the receipt
  • Writing

    On the Record — dated calls, checked against events

    A rapid-response record, written when an industry event confirms or breaks a call this site already had in writing: the event, the dated receipts, the verdict, and the honest ledger of misses.

    What it proves

    The calls were made in writing before the event, and the misses are logged next to the wins.

    See the receipt
  • Writing

    Evolution of Thinking — the position ledger

    Per-concept, dated position timelines — what Ev held, when it changed, and the receipt for each stance. Wins, losses, reversals, and unresolved calls.

    What it proves

    Positions are tracked over time, reversals included. Never a wins-only ledger.

    See the receipt
  • Writing

    Living Maps — maintained, with revision history

    Maintained maps of moving territory, each with a visible, append-only revision history — updated as the territory moves, not republished.

    What it proves

    The market maps are kept current in public, and every revision is on the record.

    See the receipt
Frameworks

Named, open-access models behind the work.

  • Framework

    EARO — measurement in the agentic era

    Exposure → Attention → Relevance → Outcome. A four-component model with 22 measurable metrics, grounded in relevance-realization cognitive science.

    What it proves

    A named, open-access measurement framework — published, not improvised.

    • Attention playbook
    • Market Entry Audit
    See the receipt
  • Framework

    Agentic Audiences (UCP)

    A 77-page technical whitepaper on embeddings-based agent-to-agent advertising, covering IAB Tech Lab’s Agentic Audiences — proposed as the User Context Protocol by LiveRamp and donated in Q4 2025.

    What it proves

    A spec-level technical read of an emerging industry standard — 77 pages, published and open-access.

    • Agentic Advertising
    See the receipt
  • Framework

    Behavioral Prediction Framework

    21 psychographic dimensions for ad activation — cognitive, rational, attachment, personality, and temperament profiles.

    What it proves

    A structured, published model for psychographic activation and creative.

    • Mobile App Growth
    • Attention playbook
    See the receipt
  • Framework

    7-Step Market Entry Audit

    The operating methodology for international AdTech, MarTech, and data vendors entering the US market — shipped on every engagement.

    What it proves

    Advisory runs on a repeatable, documented method — not a bespoke deck each time.

    • Market Entry Audit
    See the receipt
  • Framework

    Agentic Operating System

    A six-layer model — signals, context, tools, decisions, governance, outcomes — for moving AI pilots to governed agentic workflows, published on the Frameworks page.

    What it proves

    The agentic thesis is a named, documented operating framework — not a buzzword.

    • Agentic Transformation
    See the receipt
  • Framework

    Commercial Productization System

    A seven-layer model for turning capability into a repeatable commercial product: buyer problem, offer architecture, packaging, pricing and value metric, proof, delivery, and expansion. Published on the Frameworks page.

    What it proves

    The productization advice runs on a named, documented system — published, not improvised.

    • Commercial Productization
    See the receipt
Credentials

Linked and verifiable certifications.

  • Credential

    Credentials — every one linked + verifiable

    A 53+ certification list across agentic-advertising standards (AdCP), cognitive science, neuroscience, AI, blockchain, privacy, and platform tooling (GMP) — each one linked and verifiable.

    What it proves

    The breadth claim is checkable. The credentials are public, not asserted.

    See the receipt
Operator

On-the-record operator history.

  • Operator

    Three exits — one founder, two core-team

    Co-founded eCoffeeCard (exited via acquisition by BeatTheQ), plus core-team roles through HotelClub.com (acquired by Expedia) and Lotame (acquired by Publicis).

    What it proves

    Operator-shaped help that has run the playbook before it teaches it — across the full liquidity-event cycle.

    • Advisory Retainer
    • Market Entry Audit
    See the receipt
  • Operator

    AdCP Founding Member · Signals & Measurement WG Co-Lead

    Founding Member of AdCP (2025) and co-lead of its Signals & Measurement working group — at the table for the agentic-advertising standard, not commenting from the sidelines.

    What it proves

    Direct standing in the standards work that the agentic thesis depends on.

    • Agentic Advertising
    See the receipt
  • Operator

    Former IAB leader

    IAB leadership across three chapters plus the Ad Tech Advisory Council (since 2015), including Board (NYC) and Co-Chair (Singapore).

    What it proves

    Industry-body leadership history backs the operating point of view.

    See the receipt
  • Operator

    DMEXCO columnist + Forbes Tech Council

    Official DMEXCO columnist (since 2024), moderator of the DMEXCO 2026 Tech Stage panel “From Data to Impact”, and Forbes Tech Council contributor (2023–2024).

    What it proves

    The writing is editorially vetted by industry institutions, not self-published only.

    See the receipt
  • Operator

    Currently operating, not retired into advisory

    Global Head of Enterprise at Samba TV and Founder of No Fluff Advisory — advising from inside a live operating role.

    What it proves

    The advice is current. The playbook is being run today, not remembered from a decade ago.

    • Advisory Retainer
    See the receipt
Artifacts

Reference assets and the reading behind them.

  • Artifact

    Artifacts — the reference assets

    What an engagement actually ships — maps, matrices, operating models, scorecards, and proof systems, by category. A catalogue of artifact types, mapped to the decision each one unblocks.

    What it proves

    There is a body of concrete, reusable work product behind the advisory — not just conversations.

    See the receipt
  • Artifact

    Bookshelf — 285 books

    The reading behind the thinking — 285 books across strategy, leadership, AI/data, philosophy, and GTM.

    What it proves

    The point of view is sourced. The inputs that shape the thinking are on the record.

    See the receipt
Apply it

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The receipts are the easy part. The work is turning them into a decision you can act on this quarter.

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