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Useful knowledge.
Always curious.

Forward motion.

Pricing Ad Quality Uncertainty Into A Competitive Bidding Advantage

Programmatic on the open web is too big and too important for participants to accept 'lemon market' outcomes. When marketers play the programmatic auction game, probability says they overpay for the ad quality they get in return.


Instead, we think about programmatic the same way a hedge fund would, giving our clients the bidding advantage.

Read Our Theses Paper.

Research Paper, May 2020


Lemonade Projects

by Tom Triscari

HRB - Marketers Underuse Ad Experiments.

Harvard Business Review

by Julian Runge