Built tolaunch.
We turn ad revenue complexity into scalable growth, with AI tools, ad tech and apps we build and run ourselves.
- 01VexelXAcquiredAI analytics for app publishers. Built at Ads Rocket, acquired in 2026.Exit · 2026
- 02ShelldonA voice AI assistant that lives on your Mac.Coming soon
- 03Ad tech toolsapp-ads.txt checks and supply-chain tools for app teams.In use
- 04Consumer appsSimple, useful apps for everyday life.Coming soon
years in ad monetisation
products in the portfolio
exit, VexelX in 2026
We build AI tools for ourselves first, and use them every day.
- Voice assistantShelldon runs on a Mac and handles the busywork by voice.
- Revenue analystFinds what changed in an app's ad revenue and explains why.
- Contract and research agentsRead contracts, flag risky clauses and prepare meeting notes.
- app-ads.txt auditorChecks an app's sellers list against its live ad partners.
Ad monetisation advice from 15+ years running it at global app publishers.
- Monetisation auditsMediation, in-app bidding, pricing and fill, with a ranked list of fixes.
- Ad partner strategyWhich networks to work with, and on what terms.
- AI for ad operationsAutomated reporting, checks and alerts for revenue teams.
What we learn building and monetising apps.
Is AI Making Us Better Recruiters or Just Worse Humans?
A recruiter asked a question at a pitch session that I couldn't shake: is AI making us better recruiters, or worse humans?
OpenAI Ads: Why This Might Quietly Reshape UA Budgets
I’ve been spending a bit of time reading through OpenAI’s announcements, the follow-up coverage, and the reactions from advertisers, media, and regulators. And the more I look…
The New Corporate Signal: Health, Discipline, and Keeping Your Life in Order
Recently, during a work trip and a few conversations with industry friends, I noticed something I probably wouldn’t have picked up on as clearly a few years ago.
Talks, panels and roundtables.
- GamesforumAd monetisation panelPanel
- The Golden RatioStage talkTalk
- WN C-Level Summit, DubaiExecutive roundtablesRoundtable
Got something to launch?
An app idea, a product you want to sell, or an ad revenue question. Tell us in a few lines. We reply within 24 hours.