Bob Regular — CEO, Infolinks Media
Published:
Signal is deprecating. That’s what what’s happening. It is continually deprecating, and as a result, over time, there will just be less deterministic signal. And… we’re going to have to accept we’re moving greatly towards a predictive signal environment… you have to embrace predictive signal. And contextuality is one of those predictive signals that are… present, it’s everywhere, and it’s valuable.
What does Bob Regular say on The Agile Brand with Greg Kihlström?
Bob Regular, CEO, Infolinks Media, says: In the interview, Bob Regular (CEO of Infolinks Media) challenges the industry orthodoxy that the shortest ad-tech supply path is always best, arguing brands should prioritize path value, proprietary inventory, and contextual advantages over mere efficiency. He also discusses the decline of deterministic signals, the rise of predictive and contextual targeting powered by AI, and the need to combine creative memorability with resilient media operating models to drive real business impact.
From: The Agile Brand with Greg Kihlström
Cite as: Bob Regular. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/bob-regular-signal-is-deprecating-thats-what-whats-happening-it-is-c