Less jargon.
More signal.
Practical operating notes for people building, monetizing and buying attention on the open web.
ARPDAU is not enough
Build an app monetization scorecard that measures ARPDAU alongside retention, session depth, ad latency, fill rate and consent status.
PUBLISHER YIELDNet RPM beats headline uplift
Learn how to measure publisher yield with net RPM, fill rate, viewability, latency and page-level revenue instead of relying on gross uplift claims.
MOBILE PRIVACYContext after ATT
A practical guide to contextual app monetization after Apple App Tracking Transparency, including consent states, demand routing and measurement.
AUTHORIZED SELLERSapp-ads.txt without the guesswork
Implement app-ads.txt correctly by connecting the app-store developer website, developer domain, authorized seller file and exchange records.
AD EXPERIENCEFrequency is a product decision
Set ad frequency with product moments, cohort tests and retention guardrails instead of maximizing impressions per session.
DIRECT DEALSCurated does not mean opaque
A transparency framework for curated advertising deals covering inventory, seller paths, fees, measurement and placement-level reporting.
Evidence first.
No anonymous “up to 300%” claims. We separate observed client data, external benchmarks and illustrative models — and label each one.