I do a lot of interviews.

Too many, probably. Founders who discovered a problem that has existed for forty years and are very excited about their proprietary solution to it. CMOs who have rebranded the same strategy three times and want to talk about their journey. Platform executives who will tell you everything about their roadmap and nothing about their actual numbers. Consultants who were at Google for eighteen months in 2011 and have been living off it ever since.

I talk to all of them. Most of them are fine.

And then occasionally someone sits down and just. Tells. The. Truth.

Skye Frontier of Incremental did that. For a full hour. Without a PR handler. Without the carefully calibrated version of his opinions that plays well at Cannes. Without once telling me that his company's technology is revolutionizing the way brands connect with consumers at scale.

I genuinely did not know what to do with myself.

What Skye actually thinks, stated plainly, is that the foundational measurement infrastructure of digital marketing is broken. Not slightly miscalibrated. Not directionally useful but imprecise. Broken. Twenty years of research have established this conclusively and the industry looked at all of it and decided that easy and wrong is a more comfortable address than hard and right.

He thinks brand is a humongous financial asset being managed like a vibes document. That the CMO who cannot translate brand health into language a CFO respects deserves to lose the budget argument because the failure to speak that language is a choice.

He thinks AI is going to be genuinely transformative and almost entirely misdirected in how the industry is currently deploying it. That training optimization models on broken attribution data is not progress. It is dysfunction running at machine speed with better-looking charts.

He thinks a hundred thousand media buyers are about to have a very bad few years and the industry does not have an honest answer for what comes next.

And he said all of this on camera. With his name attached. In complete sentences.

Do you understand how rare that is? I have interviewed people who work at companies actively committing the exact practices Skye is describing and they still found ways to be vague about it. Skye works in measurement, the part of the industry specifically designed to reveal uncomfortable truths, and he brought that same energy to the show. Full volume. No hedging. Occasional martini reference.

Watch it. Forward it to your CMO. Forward it to your CFO. Forward it to whoever in your organization is still running last-touch attribution and calling it a sophisticated measurement strategy.

They will not enjoy it.

They will be better for it.

That is, as far as I can tell, the highest possible compliment I can pay to any guest who has ever sat across from me on the ADOTAT Show.

Pesach