The Tribe
Journal.
Field notes on programmatic, rich media, attention economics and the West African advertising market — written by people who plan, build and ship the work.
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№048
Why SMS still outperforms email in Nigeria's HNI banking segment
Three years of programmatic SMS data across four tier-1 banks. The result isn't what consultants tell the boardroom.
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№047
The supply-path problem nobody talks about in West African programmatic
A walk through DV360 logs, the publishers that actually pay back, and where the spend leaks.
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№046
Rich media isn't a format. It's a creative discipline.
A short manifesto for craft inside an IAB unit — written for clients who keep asking why ours convert.
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№045
What an MTN gamified unit taught us about second-screen behaviour
Six weeks of dwell-time logs from a playable banner — and the unexpected pattern at the 47-second mark.
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№044
Attention is a function of craft, not budget
A long-running thesis — and the eleven years of receipts that put it on the wall of the studio.
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№043
Why we built our own DSP, and what we still buy through DV360
An honest walk-through of the IDA DSP build decision — and the categories where Google still wins.