I've been buying and planning digital media in the Australian market for over 20 years. I currently run programmatic at Australia's largest independent media buying agency — which means I spend my days thinking about inventory quality, data strategy, auction mechanics, measurement and the thousand other things that sit between a client's budget and a real business outcome.

This site exists because most programmatic content online is written by vendors trying to sell you something. The DSP blogs, the SSP whitepapers, the publisher "insights" reports — they're all pushing a point of view that serves their commercial interests. I don't have that problem. No platform partnerships, no affiliate arrangements, no sponsored content. Everything here comes from 20+ years of actually doing the work.

I built the calculators because I was tired of doing the same arithmetic in spreadsheets. I'm writing the guides because junior practitioners deserve better resources than vendor marketing dressed up as education. If it saves someone time or helps someone ask a better question in a media review, it's done its job.