AdTech has always treated itself like some grand American frontier, a place where the brave and jargon-heavy ride west with a fresh acronym and a sponsorship budget. But beneath the swagger sits an ecosystem held together with spreadsheets, duplicated macros, undocumented API calls, and traders who could qualify for disability just from clicking through broken UI flows.

And into this swamp strolls Jeffrey Hirsch of QuantumPath, calm as someone reading a grocery list, and he blows up the foundational lie the industry has coddled for years:
workflow isn’t boring — workflow is the battlefield.

He didn’t raise his voice. He didn’t pull out a preposterous slide labeled “AI Value Multiplier Engine.” He simply said the thing no one else will say because it kills the party mood: everyone is sprinting wide on AI, but the only real leverage comes from going deep.

Deep into campaign setup.
Deep into governance.
Deep into reporting.
Deep into the places where the money is made, lost, or quietly misallocated.

And right there, in that soft-spoken shift, you could feel the guardrail of the industry bend.

The rest of the ecosystem is busy performing AI kabuki theater. They wave around agentic futures. They declare themselves machine-learning pioneers. They pitch automation layers stacked on automation layers stacked on… vapor.

Hirsch? He’s uninterested in the wide showboating.
His thesis is brutal in its simplicity:
go deep because depth is where the value hides, and where the inefficiency tax quietly steals your margin.

The irony is exquisite. The thing the industry deems “unsexy” is the only thing capable of actually moving the P&L.

For twenty years, workflow has been treated like the forgotten utility closet. Something that lives in the corner, humming quietly, until it floods the entire basement.

But Hirsch put a spotlight right where everyone else avoids looking:

If you want to know who wins the next era of ad tech, don’t look at the AI decks; look at who owns the workflow layer.

Then there was the museum-worthy moment:
the Quantum Path founders recognizing their own limits and handing Hirsch the CEO role.

In ad tech, this is roughly as common as a unicorn submitting itself for jury duty.
The default posture for founders in this space is:
“I built this with a whiteboard, a dorm room, and hubris. Why wouldn’t I still be the right person to run it?”

But Hirsch steps in quietly, and the company levels up instantly.

It wasn’t ego.
It wasn’t bravado.
It was actual, adult governance.
Please alert the Smithsonian.

Because in the middle of your interview — while talking about campaign setup of all things — Hirsch revealed the tectonic shift the rest of the market is pretending not to notice:

The workflow war is coming.
And it will redraw who actually matters in the ecosystem.

The AI battles, the identity trench fights, the “outcomes era” nonsense — all of it is noise compared to what happens when a company decides to control the deepest, most operationally essential layers of agency life.

This opener is just the warm-up.
The real story — the one behind the paywall — is where the knives come out.

Stay Bold, Stay Curious, and Know More than You Did Yesterday.

If you’re not inside ADOTAT+, you’re only getting the appetizer while the main course is happening behind the curtain.

The free version tells you Quantum Path is interesting.
ADOTAT+ shows you why it’s a threat to the entire stack.

Inside, you get:

• The real story of Hirsch’s workflow strategy — how one layer that actually works across DSPs exposes every fake “AI innovation” in the market.

• The unvarnished before/after — traders going from 3–4 hours of setup per DSP to minutes, and what that does to the margins of every platform pretending to be special.

• The leadership truth serum — cap-table rot, broken pivots, founders who don’t know when to go home, and why Hirsch’s scars matter more than anyone’s slide deck.

• The uncomfortable takeaway:
standardize setup, governance, and reporting… and half the industry’s “differentiation” evaporates.

If you’re not in ADOTAT+, you’re missing the part everyone else will pretend they “always knew” six months from now.

Stay Bold, Stay Curious, and Know More than You Did Yesterday.