Threat Research, Brand Voice & Demand Campaigns

Confiant stops malicious ads before they reach a page, working with publishers and ad platforms to catch malware, scams, and fraud hiding in programmatic advertising. When I started, much of what the company had published had been drafted by AI and sounded like every other security vendor. I rebuilt the voice around how its founders actually talk. One argues from economics and policy. The other explains how attackers make money. That voice now carries through the brand glossary, the company blog, and founder-bylined thought leadership.

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The MAQ Index 2026: Risky Business

Confiant's annual threat report is in its 22nd edition. I wrote this year's: 63 pages built on a trillion ad impressions, organized around a new question. How does risk move through the ad economy, and who stops it? The headline finding was that one in every 133 impressions in 2025 was dangerous or highly disruptive to the person who saw it.

 

Launch campaign

Two sequences, seven emails. A four-email drip took the existing list to a gated download, each email pulling a single idea from the report. A three-email post-download sequence then turned readers' attention from industry data to their own stack, and from there toward a conversation with the team.

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Research and press

When Confiant publishes threat research, I write the press pitches, tailored separately for adtech trade press, cybersecurity press, and industry platforms. Everything stays inside the company's responsible disclosure rules, so the copy has to be compelling about a threat without giving away infrastructure details the research team hasn't cleared. I also led the blog's move from Medium to Substack, relaunched as Field Intelligence for the Ad Economy.