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Lemonade Projects is an advisory firm focused on programmatic consulting, research, and investment.
The distinction between doing real advertising to real people versus the lazy consensus of spending money is where we play. We believe this is the biggest market opportunity in the advertising space.
Lemonade Projects is based on "lemon market" theory in economics. When buyers don't know enough about what they are buying, they tend to overpay for ads and adtech fees.
We describe the core problem and solution theme as a trade-off in a thesis called "the struggle." We are interested in projects that result in better trade-offs.
Everything we do is an experiment. Everything worthwhile starts with a conversion.
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