Editorial notes and applied thinking
Writing on spatial intelligence, measurement design, and the modeling assumptions behind modern analytics workflows.
Digital advertising still runs on a television map
Television bought a geographic standard and licensed it. Digital, now the majority of ad investment, never built one of its own, so it rents the television map from whichever vendor its platforms subscribe to. Opening this publication goes to the 168 explainer on share.etherdata.ai: a companion paper making that case with its sources, then eight interactive sections that walk the alternative on a working metro, covering the grid, the crosswalk in both directions, activation, privacy, boundary drift and measurement.
Open publicationGeographic interoperability, from source geometry to executable platform geography
The geography a buyer requested, the geometry that was supplied, the canonical H3 representation, the circles or IDs a platform actually executed, and the geography used for reporting are usually five different objects. This knowledge base documents every conversion between them - with containment rules, approximation classes, units, tolerances, and the edge cases that break them.
Open publicationThe Canonical Spatiotemporal Unit
A shared unit of place and time for agentic decisioning and cross-channel measurement.
Read articleOne Coordinate System for Every Grain: Rescaling Spatial Data with Place Embeddings
How a 128-dimension place embedding for every 460 m hex block turns grain mismatch into a solved join, and how it projects market-grain search interest down to the block.
Read articleSolving the Airport Problem: Beyond the Census Ring
A breakdown of why ring-based trade area assumptions distort retail modeling and how a building-weighted spatial approach gives cleaner demand estimates.
Read articleThe Stability Prior: Future of Marketing Measurement
An argument for more stable measurement frameworks in MMM, with a focus on reducing coefficient volatility in modern modeling workflows.
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