Start Here

If you’ve bounced off three other B2B marketing newsletters this year for being thinly-disguised vendor content wearing a “thought leadership” trench coat, you weren’t being fussy. You were right to bounce.

Most B2B adtech writing comes from one of two places: an agency trying to sell you something, or a commentator who’s never actually sat inside a DSP bid stream watching the money move. Neither tells you anything you couldn’t have guessed.

I’ve spent 15+ years on the inside of B2B programmatic - building the actual plumbing (DSP, SSP, exchange stack), then running a B2B-native programmatic business through from a standing start to a multi-million pound company. The B2B Stack is what I’d have wanted to read on the way there: the mechanics under the marketing, written by someone who has to make the campaigns actually work on Monday morning, not just have opinions about them on LinkedIn.

If you’re new, start with these four

Not the most recent issues. The four that best show you what this newsletter actually is.

1. The Ultimate 2026 Guide to B2B Programmatic Advertising

The full stack, the real gaps, no bullshit. If you want one piece that explains what B2B programmatic actually is and where it breaks, this is it.

2. The Ultimate Account-Based (ABM) Measurement Glossary

Every term you need to win the pipeline attribution fight, defined properly rather than borrowed from a vendor’s one-pager. Bookmark it - readers keep coming back to this one.

3. The Observer’s Paradox in B2B

Why chasing clicks trains your campaigns to find the wrong buyers. This is the piece that best captures the house argument: the metrics everyone optimises for are quietly working against them.

4. The Dirty Secret of B2B Intent Data

Everyone has intent data. Almost nobody uses it right. Why more signal often makes the problem worse, not better.

What you’ll get if you stick around

A weekly single-thesis essay, not a digest of everything that happened this week. One argument, made properly, with the receipts.

Occasionally a glossary or a playbook piece built to bookmark rather than skim once.

No em-dashes, no hedged-to-death corporate throat-clearing, and no pretending I don’t have a horse in this race - I run a B2B programmatic company, and I’ll tell you when that’s relevant.

If that sounds like your kind of newsletter, you know what to do.

Disagree with any of the four pieces above? Good - reply or drop a comment. The ones that generate an argument are usually the ones worth having written.