You’ve probably already unsubscribed from two or three B2B marketing newsletters this year. Good instinct. Most of what passes for insight in this space is an agency’s pitch deck with the pricing stripped out, or a commentator’s take on a bid stream they’ve never actually sat and watched clear.
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 from a standing start to an eight figure revenue company. We recently got recognised as the 33rd fastest growing private business in the UK by the Sunday Times, because we are doing stuff right - figuring out and solving the biggest challenges in B2B programmatic advertising.
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 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 Start here if you want the whole stack laid out honestly, DSPs, identity, supply paths, where each one actually breaks. No vendor wrote this one for me.
2. The Observer’s Paradox in B2B This is the piece I’d point to if someone asked what this newsletter actually believes. Chasing clicks doesn’t just waste budget, it trains your entire campaign to go find more of the wrong buyer. Once you see it you can’t unsee it.
3. The Ultimate Account-Based (ABM) Measurement Glossary Every term you need to win the pipeline attribution argument in a boardroom, defined properly rather than lifted from a vendor’s one-pager. People keep this one bookmarked rather than reading it once and moving on.
4. The Dirty Secret of B2B Intent Data Everyone’s buying intent data now. Almost nobody’s using it right. Why more signal usually makes the underlying problem worse, not better, and what actually fixes it.
What you’ll get if you stick around
One argument a week, made properly, not a digest of everything that happened in B2B adtech since Monday. Occasionally a glossary or a playbook piece, built to bookmark rather than skim once and forget.
British English, no em-dashes, no slop, and no hedging something to death just to sound balanced because I have no brand guidelines to follow. I run a B2B programmatic company, I’ve got a horse in this race, and I’ll tell you when that’s relevant rather than pretending otherwise.
If that sounds like your kind of newsletter, you already know what to do.
Disagree with any of the four pieces above? Good. Reply or drop a comment. The issues that generate an argument are usually the ones worth having written.