Blog
Notes from inside the network.
What we are seeing across five markets — monetization, retail media, measurement, and the parts of this business nobody puts in a deck.
The retail media land grab is coming for the Americas
Every retailer in the region is being told to build a media business. Most of the value will go to the ones who understand it is an operations problem, not a technology purchase.
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Why shopping audiences are the worst-monetized traffic on the internet
A reader comparing two washing machines is worth more than a reader scrolling a news feed. Almost nothing in the standard monetization stack is built to notice.
5 min read -
Header bidding is not a setup, it is an operation
The configuration you launched with was correct for the traffic you had that month. Two seasons later it is quietly costing you money.
5 min read -
What a passback chain actually costs you
Each additional layer looks free because it only earns on inventory the previous one could not fill. The arithmetic says otherwise.
4 min read -
Retail media without the two-year build
The strategy deck is not the hard part. Ad serving, a commercial team and measurement brands will accept are the hard part — and none of them need to be built from scratch.
6 min read -
Direct deals are a distribution problem, not a sales problem
Brands are not refusing to buy your inventory. In most cases it has simply never appeared on a plan they were building.
5 min read -
Measuring a store visit you cannot see
Most purchases in the region still happen in a physical store. Any measurement model that stops at the click is measuring the minority of the outcome.
6 min read -
Hot Sale, Buen Fin, Black Friday: one year across five calendars
A regional retail plan built on a single seasonal curve will be wrong in at least four of the five markets it covers.
5 min read -
Intent segments beat demographics, and it is not close
Knowing someone is a 34-year-old woman in Bogotá tells you very little. Knowing she has compared three refrigerators this week tells you almost everything.
4 min read -
Five markets, five monetization realities
The United States, Mexico, Brazil, Colombia and Argentina do not behave like one region. Here is what changes when you cross each border.
6 min read
Your traffic is already worth something. Let's prove it.
Tell us what you run and where. We come back with a number, not a deck.