In this episode of [radically candid], host Ava Hinds sits down with Aqua Bailey, Operational Support Lead at [cognition], to pull back the curtain on how data actually moves from a dealership’s sales floor to a high-performing digital campaign.

Who's This Conversation For?

This conversation is for anyone looking to understand the technical back end of attribution. If you’ve ever wondered how to prove an ad actually sold a car, or what exactly happens inside a Data Clean Room, this episode is for you.

What You'll Learn By Listening

1) Why Lower Numbers Can Mean Better Data Aqua explains the critical role of de-duplication. In the DSP, numbers might look inflated because one person saw multiple ads. By using Amazon Marketing Cloud (AMC), Aqua’s team identifies the unique individual behind the clicks.

• The Payoff: You get a true metric of reach and a realistic ROI, rather than vanity metrics that count the same person five times.

2) Understanding Data Clean Rooms (DCR) Data privacy is non-negotiable, but data access is essential. Aqua breaks down the DCR as a secure, private filing cabinet that stores inventory, impressions, and sales data while protecting PII (Personally Identifiable Information).

• 💡 Key Technical Takeaway: [cognition] leverages a 95-day backfill window, a massive advantage over other platforms for tracking long-term trends and maintaining client trust.

3) How to Track Sales Without Sharing Sensitive Data For clients hesitant to share first-party sales data due to privacy concerns, Aqua introduces the Polk/DMV integration.

• By pulling registered buyer data directly from the DMV, [cognition] can aggregate matchbacks to prove campaign effectiveness without the dealer ever having to export a customer list.

4) Turning Past Data into Future Audiences Data isn't just for reporting, it’s for targeting. Aqua discusses how segments, built from either first-party sales data or previous conversion events, are pushed back into the DSP to create high-intent audiences.

• The Strategy: If you have over 2,500 impressions, you can turn that data into a retargeting powerhouse to reach the people who almost bought.

Connect with Aqua Bailey on LinkedIn here!

In this episode of [radically candid], Matt Wilson, Vice President of Digital at SilverBack Advertising, discusses his non-linear career path and the power of listening to your market with Tim Rowe.

Who's This Conversation For?

This conversation is for anyone looking to redefine their career path or stand out in a crowded marketplace...of any sort - whether its as a career, as an agency, or within the programmatic or streaming media space. 🚀

What You'll Learn By Listening

1) Why Audience Matters More Than Your Ego

Matt’s first radio show originally covered both baseball and NASCAR. But when he and his co-host realized the audience only wanted to hear about NASCAR, they pivoted to an all-NASCAR format.

And the payoff?

By putting the audience first, the show was picked up by an ESPN affiliate station. Proof that true success comes from listening to your audience.

2) How to Design Your Dream Job (even when it doesn’t exist…yet)

Don’t wait for the opportunity, create it.

Matt shares his story of inventing roles for himself that didn't exist yet, the importance of working hard to build a reputation, and why "everyone is in sales"- especially when you are the product.

💡Key Career Takeaway: Show your strengths, be enthusiastic about the work you want, and back it with hard work (“just get it done mentality”).

3) No one-size-fits-all strategy

Every client is unique. Different goals, different problems, different definitions of success.

The right approach isn't, "Here's our playbook."

It's, "Let's talk about your goals and how to achieve them."

4) Streaming TV is powerful, but education & proof matter most

Matt explains that the key is to educate clients and prove value from the start. SilverBack Advertising's highest-performing campaigns use tools like retargeting and smart identity solutions to provide undeniable proof that the ads are working on a smaller scale.

The job to be done is creating "investment confidence," and that comes from education.

See also: #3 No one-size-fits-all strategy, be consultative and prescriptive.

5) Being “Seen” vs “Effective”

Seeing is believing, but this game is about dollars and cents.

"Why haven't I seen my own ad?" is the most common question Matt hears when talking about Streaming TV advertising.

And the answer?

You are not your target audience.

So if you don't see your own hyper-targeted streaming ad...that might be a good thing. It means your system is working and is optimizing for impact (vs vanity metrics).

Ready to get all of the lessons?

Listen to the Full Episode Now!

The trend lines show that AI is only getting smarter and more complex, so how do you ride the wave without getting crushed by it?

We are given three options:

• Be in denial
• Run for the hills when change occurs
• See it on the horizon and plan ahead

In this episode of [radically candid], Whitfield Athey, Chief Operations Officer at [cognition], discusses these changes and how to plan for the disruptions AI will cause in the next 2-3 years with Tim Rowe.

Who's This Conversation For

This is an important conversation that businesses (and families alike) should be having and taking into account during decision-making. AI has become the sharpest knife in the drawer and is evolving both entry-level and senior positions in a business. Given the magnitude of complexity this technology will have, it's more important now than ever to understand it quickly and get ahead.

Why?

The way you can get ahead with your team is by accepting that "the only constant is change" and putting a focus on how you can help your clients successfully navigate it themselves.

Want to connect with Whitfield? Find him on LinkedIn (https://www.linkedin.com/in/whitfieldathey/).

🎧 Episode Highlights

This week on [radically candid], Tim Rowe sits down with [cognition]'s Chief Revenue Officer, Amber Daniel, to break down the massive shifts rocking the advertising world—from the streaming takeover to the rise of AI search.

⏱️ Quick Takeaways:

• Streaming Drives Search: Did you know? As much as 30% of all website traffic originates from someone seeing a Streaming TV ad.
• AI is Changing Search: According the Pew Research Center, 26% of all searches end after being presented an AI summary.
• Creative is the New Targeting: In a world of data, an emotional connection is what wins. Pro-Tip: Dynamic, personalized creative that resonates is more powerful than targeting alone 💡

Want to connect with Amber? Find her on LinkedIn (www.linkedin.com/in/amberdaniel/) or email her at amber@cognitionads.com.

🎧 Episode Highlights This week on [radically candid], Tim Rowe gets a behind-the-scenes look at recruiting and culture building with our Head of People, Alexandra Mills of [cognition].

⏱️ Quick Takeaways:

• People vs. HR: "People" isn't just the new HR—it's about fostering a holistic, supportive ecosystem.
• Authenticity is Key: In the age of AI, being your authentic self in resumes, cover letters, and interviews is your biggest advantage.
• Cover Letters Matter: A tailored letter that shows you've done your homework makes a huge difference.
• The Interview is a Two-Way Street: Come prepared to ask questions and see if the company is a true fit.
• Culture in High-Growth: Building a great culture relies on trust, communication, and "psychological safety."

🎙️ Episode Deep Dive:

• Standing Out (08:45): Find out what's actually being standing out to recruiters reviewing your resume (and how to do more of the right stuff)
• Acing the Interview (14:50): Be prepared, but not robotic. Remember you are interviewing them, too—don't be afraid to ask about compensation, benefits, and team dynamics.
• Building Culture (19:28): Alex discusses navigating hyper-growth while maintaining a strong culture through psychological safety and living the D.I.R.T. values (Dare, Innovate, Respect, Trust).
• AI & Hiring (28:45): Learn how AI is changing recruiting and how to leverage connections to get noticed by a human.

🎧 Episode Highlights [radically candid] hosts Brian Dukes (Exitwise) to demystify M&A for founders. Learn to destigmatize exits, prepare from day one with financial hygiene and a strong team, and turn M&A into a strategic win. Brian shares how proactive planning and Exitwise empower this journey.

⏱️ Quick Takeaways (2-min read)

• The Stigma: Demystifying M&A—it's strategy, not failure.
• The Timing: Why exit planning should start from day one.
• The Prep: Early document & financial hygiene is non-negotiable.
• The Mindset: Business management focus over founder entrenchment.
• The Wins: Proactive planning creates M&A success.

🎙️ Setting the Stage (00:00:00)

• Meet Brian Dukes: M&A expert, Exitwise Managing Partner
• Episode Focus: Navigating Mergers & Acquisitions for founders

💡 M&A: Opportunity, Not Failure (00:01:01)

• Shifting founder perspectives on selling your business
• Viewing M&A as a strategic growth path, not an end
• Overcoming fear and hesitation around exit conversations

⏳ The Exit Timeline (00:03:21)

• M&A prep isn't just for late-stage companies
• Integrating exit strategy considerations from day one
• The power of proactive planning vs. reactive decisions

📂 Document Hygiene Essentials (00:05:40)

• Critical records: Employee agreements, client contracts, IP
• Streamlining due diligence before it officially starts
• Clean paperwork = smoother, faster M&A process

📊 Crafting Your Financial Story (00:07:33)

• Key elements: Revenue history, customer concentration, projections
• Presenting a clear, compelling value proposition to buyers
• Making financial assessment easy and attractive for acquirers

🧠 Founder to CEO Mindset (00:11:00)

• Moving beyond startup hustle to structured, scalable growth
• The role of delegation, process, and sustainable systems
• Enhancing overall business attractiveness for potential M&A

🚧 Navigating M&A Hurdles (00:13:14)

• Common obstacles: Valuation gaps, due diligence deep dives
• Managing the emotional rollercoaster of negotiations

⚠️ Avoiding M&A Pitfalls (00:14:43)

• Recognizing signs of poor preparation & unrealistic expectations
• Keeping emotional decision-making in check
• The danger of neglecting core business operations during talks

🏆 M&A Wins: The Power of Prep (00:19:57)

• Real-world examples of founders achieving favorable exits
• How platforms like Exitwise facilitate successful outcomes
• Strategic planning directly leading to strong buyer interest

🎯 Serving the Lower Middle Market (00:22:36)

• Addressing the unique M&A needs of this often-underserved segment
• Tailored support, strategies, and opportunities

🔬 The Value of Sector Expertise (00:25:21)

• Deep industry knowledge as a significant deal advantage
• Understanding specific sectoral trends and buyer motivations

🔗 Resources & Next Steps (00:28:00)

• Accessing valuable tools on the Exitwise website (e.g., free valuation)
• How to connect with Brian Dukes and his team for guidance
• Continuing your M&A education journey beyond the episode

🎬 Listen to the Full Episode A deep dive into the preparation, mindset, and strategies demystifying M&A and unlocking successful founder exits.

🎧 Episode Highlights
In this tech-forward episode of [radically candid], Tim Rowe sits down with Colin Davis, CTO @ [cognition], to unpack the powerful engine behind dynamic creative, automation, and attribution in streaming TV advertising.

From ingesting massive data sets and inventory feeds to serving personalized, performance-driven creative—Colin shares how his team moves fast without breaking things, why ad serving is the future, and how clean architecture, collaboration, and a culture of curiosity drive innovation at scale.

⏱️ Quick Takeaways (2-min read)

• The Role: Why Colin sees CTO as conductor—not coder
• The Speed: Weekly sprints, daily standups, and rapid iteration
• The Culture: Problem-solvers over perfectionists
• The Stack: Serving dynamic video + display with real-time feedback
• The Impact: Closing the loop between impression, action, and attribution

🧠 What a CTO Actually Does (01:00)

• Orchestrates priorities across dev, product, and client feedback
• Stays hands-off with code but deeply involved in architecture
• Emphasizes outcomes over output—building what users actually want
• “Dev is the how. Product is the why.”

⚙️ Engineering Velocity at Scale (03:00)

• Weekly sprints + instant feedback cycles
• Rapid prototyping—without sacrificing long-term vision
• Team structure: Culture-first, then skillset
• Full-stack devs preferred for flexibility across projects

🧱 Building with Purpose (05:00)

• Passionate problem-solvers > people who say “no”
• Hire for attitude, upskill for everything else
• Cross-functional collaboration enforced through mentorship + code review
• “Dare to fail” is a core company ethos

📊 Closing the Attribution Loop (12:00)

• Headless Analytics Tag (HAT) connects impression to website activity
• Works across platforms: Amazon, The Trade Desk, Basis, and more
• Goes beyond QR: real measurement without flawed proxies
• “It’s not about last click—it’s about assisted outcomes”

🤖 Automation Everywhere (15:00)

• “We make creative the easiest part of your workflow”
• How to turn a data feed into dynamic display + video creative at scale
• How VAST and HTML tags replace the need for DSP switching
• Helps creative teams and agencies spend less time producing content

🎯 From Targeting to Tag Delivery (17:00)

• Matching inventory + offer data to media strategy in minutes
• Creative updated mid-month or mid-campaign automatically
• Clients gain time and insights, while focusing on business outcomes

🧠 Decisioning at the Edge (23:00)

• Ad serving = ability to react to data, not just pre-plan
• Dynamic creative optimized mid-flight based on real-time signals
• Helps DSP partners increase performance + campaign ROI
• “We’re not just a source of content—we’re a source of outcomes”

🧩 Tech That Connects It All (27:00)

• Challenges: Hiring the right culture fits, integrating with evolving platforms
• Flexibility is key: especially with fast-evolving AI tools
• Cognition is often first in to test alpha/beta products with partners

💥 Final Hot Takes + What's Next (29:00)

• Clean rooms = worth it for better retargeting + clearer profiles
• Ad server = most exciting tech at Cognition
• Future = faster time to value, higher fidelity signals, real outcomes
• “MP4s don’t tell you anything. Our creatives do.”

🎬 Listen to the Full Episode
A deep dive into the architecture, attitude, and automations powering Cognition’s ad tech ev

🎧 Episode Highlights
In this heartfelt episode of [radically candid], Tim Rowe sits down with John Stark, retiring VP of Account Management @ [cognition], to reflect on the company’s journey—from being spotlighted by Amazon for dynamic display to becoming a full-stack ad tech solution for streaming TV.

John shares what it really means to build, grow, and eventually hand off something bigger than yourself—with timeless advice for anyone charting their own course in business or life.

⏱️ Quick Takeaways (2-min read)

1. The Beginning: Why Amazon’s spotlight was just the start of Cognition’s real story
2. The Evolution: From one product to a robust streaming tech stack in under 2 years
3. The Blueprint: How John built the account management function from scratch
4. The Advice: Ask better questions, stay curious, and lead with value
5. The Legacy: Growth is good—but knowing what matters is better

🚀 Amazon to Ad Tech: The Pivot Story (03:00)

• Cognition was featured at Amazon Unboxed for dynamic display + sales matchback
• Early focus on Amazon media, but that was just the beginning
• "Half the products we have today didn’t even exist back then"
• Pivot driven by an internal discomfort with complacency

🧱 Building the AM Org (09:00)

• John’s background: Managed multimillion-dollar GM accounts at Cobalt Group
• Brought enterprise discipline + startup agility to Cognition
• Focused on scalable frameworks and rigorous client-centric thinking
• Emphasized listening, empathy, and empowering clients

💬 Account Manager’s Playbook (15:00)

• “Ask good questions. Then follow up.”
• Be the most prepared person in the room
• Goal: Help the client become the smartest person in the room
• Every relationship is about shared growth and trust

🎯 From Startup Chaos to Strategic Clarity (19:00)

• Cognition's shift from reactive scrappiness to proactive strategy
• "Our best days are ahead, and the rocket ship is taking off"
• Creating real value through integration of new acquisitions
• Positioned not just as a solution—but as the platform

🏔️ Final Advice from a Leader Who’s Been There (26:00)

• Don’t go into debt. Live below your means.
• Say yes to experiences, not stuff.
• Plan your life like you’d plan a pitch—always ask “what’s next?”
• And when you retire… enjoy it. Bus driving, yard work, family time—it’s all part of the reward

🎬 Listen to the Full Episode