Research
Primary research, published here.
Full-length papers with their own method, a scored vendor field and a corrections ledger of the first-pass claims that did not survive review. Published on this site rather than through an outlet, so the data behind every figure stays one click away.
Papers
- Borrowed TrustThe State of Native Advertising in 2026 Open-web native, as the recommendation and in-feed networks sell it, is a supply-rights business sold as a performance product. What can and cannot be sized, what the causal evidence shows, and what a buyer should test. A scored vendor field, the Native Quotient, and every correction from the review rounds are published with it. 24 vendors scored on 12 dimensions · Native Quotient in bands · 9 deep profiles with SWOT · 317 claims re-checked · 275-row corrections ledger Read the paper
- What the Machines Can SeeThe State of Mobile App Growth in 2026 What the app-growth engines optimize, what attribution can and cannot show, and what durable growth depends on: the counterfactual, the store's cut and value after a year. A scored field of eleven app-growth platforms, the App Quotient, and every correction from three review rounds are published with it. 11 app-growth platforms and 5 channels scored on 11 dimensions · App Quotient in bands · 272 findings re-checked · 116-row corrections ledger Read the paper
- Proof and StoryThe State of Contextual Advertising in 2026 How meaning, emotion and narrative are derived from content, who can actually do it, and the two capabilities the entire vendor field is missing. The interests declared and every first-pass claim the verifier rejected are published with it. 51 vendors scored on 11 dimensions · 10 SWOT profiles on 12 more · 117-row corrections ledger · 13 red-team challenges Read the paper