Field notes

Writing from the catalog, not from a vendor blog.

Short essays we use in labs. They assume you already open a mediation console. They do not assume your eCPM is a personality trait.

Open notebook and pen on a desk beside a laptop
Person reviewing documents and charts at a wooden desk

12 Feb 2026

Waterfall myths that still show up in weekly reviews

Floor prices are hypotheses. Instance maps are not personality tests. A few sentences that refuse to die in stand-up.

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Analyst working with printed reports

3 Mar 2026

How to read an LTV cohort without flattening the story

One line on a chart is usually a surrender. Keep day-0 ads and returning sessions in view.

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Laptop showing spreadsheets

21 Apr 2026

Fill rate and eCPM are not a trade-off you “pick”

They move together until inventory quality, geo mix, or the SDK budget changes the joint.

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Person studying on a laptop at a cafe table

18 Jun 2026

Giving the ad SDK a latency budget before it steals sessions

Revenue that arrives after the tap target has moved is not revenue you get to keep in the review.

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