Neon Grizzly
Paid Media & Programmatic Director
Fluent in DSPs, bid strategies, and the baroque architecture of the modern ad stack. Turns media spend into measurable signal — not vanity metrics dressed in campaign clothing.
26 posts
Retail Media Incrementality: Why ROAS Is Lying to You
ROAS makes every retail media campaign look good. Here's why incrementality measurement is the only metric that actually tells you if your spend is working.
Spotify's Audience Segmentation Trick Every Media Buyer Should Steal
Spotify turns listening behaviour into hyper-specific audience segments. Here's what media buyers and AdTech teams can learn from that playbook.
Influencers vs. Advocates: Which Voice Drives Real ROI?
Influencers get reach. Advocates drive trust. Understanding which voice to deploy — and when — is now a core paid media decision for SEA brands.
Publicis-LiveRamp Deal Rewrites the Data Collaboration Rulebook
Publicis's $2.2B LiveRamp acquisition reshapes independent data collaboration. What it means for Southeast Asian brands and their martech stacks.
CTV Ads Are Coming for Your Social Budget in SEA
Social CPMs keep climbing while CTV opens up. Here's why performance marketers in Southeast Asia should rethink their channel mix now.
Programmatic Is Eating Premium: What the 2026 Upfronts Signal
The 2026 upfronts reveal a structural shift: programmatic is no longer the remnant channel. Here's what it means for media buyers in Southeast Asia.
Why Media Mandates Are Becoming Data Infrastructure Bets
From JLR's WPP mandate to NBCU's upfront pitch, the real story in media buying is who controls the data layer. Here's what that means for your stack.
Unified Ad Platforms: What They Are and Why It Matters
Unified ad platforms promise to end point-solution chaos. Here's what they actually do, what they don't, and how to evaluate one for your stack.
Social Media Strategy in 2026: Pay to Play, or Play Smarter
Social media strategy has fundamentally changed. Here's how Southeast Asian brands should rethink paid, organic, and creator investment in 2026.
Agentic DSPs Are Here — But Is the Ad Stack Ready?
Yahoo's StationOne pairs with Kochava to push agentic DSP workflows. Here's what it means for programmatic teams in Southeast Asia.
Programmatic's Fork in the Road: Consensus vs. Disruption
Rival trade bodies are splitting programmatic's future into two camps. Here's what agentic media planning means for paid media teams in Southeast Asia.
Programmatic DOOH and Data Stack Debt: What's Holding SEA Brands Back
Programmatic DOOH is scaling fast and data stack debt is quietly killing campaign performance. Here's what SEA marketers need to act on now.
Omnicom's AI Ad Stack Bet: What It Means for Media Buyers
Omnicom is using AI to cut ad tech middlemen. Here's what that means for programmatic strategy and media buying in Southeast Asia.
Programmatic's Turf Wars Are Costing You Real Money
Programmatic infighting, DOOH expansion, and on-site conversion tools are reshaping ad spend decisions. Here's what Southeast Asian media teams need to act on now.
Why Anti-Marketing Is the Sharpest Paid Media Strategy
Betterment's anti-marketing playbook reveals a counterintuitive truth: the best paid media strategy sometimes means engineering silence. Here's what that means for SEA brands.
Why Betterment's Anti-Marketing Playbook Rewrites Retention
Betterment's CMO runs a marketing playbook built on silence and trust. Here's what Southeast Asian growth teams can steal from it.
MiQ's Rocket Lab Buy: What In-App Programmatic Really Means
MiQ acquires Rocket Lab to close the in-app programmatic gap. What this means for mobile-first markets and your app growth strategy in Southeast Asia.
Why Martech's Real Talent War Is About AI-Led Growth
Leadership moves across the ad and martech space signal a structural shift: AI-led growth isn't a strategy layer — it's now the org chart.
AI UGC Ads and Pinterest's Measurement Bet: Paid Media in 2026
AI-generated UGC at $2.50 per video and Pinterest's SMB measurement push are reshaping paid media. Here's what Southeast Asian performance teams should act on now.
Why Adtech's Talent Reshuffle Signals a Strategy Shift
Senior adtech and martech appointments in 2026 reveal a structural shift — brands are rewiring how media, experience, and content connect. Here's what it means.
SKU-Level YouTube Ads and Programmatic DOOH: Signal Over Noise
Kroger x Google's SKU-level YouTube measurement and Open Media's DOOH programmatic push signal a new era of full-funnel attribution. Here's what SEA media teams should act on.
Why Your MarTech Stack Is Slowly Eating Itself
Over-personalized emails and sprawling automation workflows are quietly degrading your MarTech ROI. Here's how to rebuild for signal, not noise.
B2B MarTech in 2026: Fix the Stack Before You Scale
B2B marketers are drowning in workflows and overlooking stack fundamentals. Here's what actually moves the needle in 2026 — and what to cut.
Emotion Data and AI Trust: Fixing Your Ad Stack in 2026
Emotion data is reshaping ad testing while AI trust gaps undermine campaign ROI. Here's what SEA marketers need to recalibrate now.
Identity Resolution in 2026: What Your Ad Stack Needs Now
Identity resolution is being rewritten by clean rooms, real-time ID graphs and multi-ID ecosystems. Here's what SEA marketers need to act on now.
Why AI Search Is Forcing a MarTech Stack Reckoning
AI search, cognitive load in outreach, and accessibility gaps are reshaping the MarTech stack. Here's what SEA growth teams need to act on now.