Trader by day, decoder by night.

My name is Thomas Bouffay. My job comes down to one sentence: I place ad budgets across the major exchanges, Google, Meta, and beyond, and I fight to make sure every euro spent comes back with a friend.

Since AI showed up in our consoles, the job changes faster than the official documentation. Ads write themselves now. Targeting turned into a black box. And every keynote announces something “revolutionary” that, half the time, changes nothing in the actual account.

This site exists to sort that out. What actually changes. What can wait. What's just marketing noise.

What you'll find here

Short, sourced pieces, filed into four drawers:

• Programmatic & Media Buying, the core of the job, explained plainly.
• AI & Advertising, what AI actually changes in our campaigns.
• News Decoded, platform announcements translated into real consequences.
• Field Notes, my tests, my wins and my fails. There will be fails.

And some humor. Not because the topic isn't serious, but because adtech jargon is already dense enough without a corporate voice on top of it.

Want to talk? That happens on LinkedIn.