RE: Director options22 Feb 2026 08:36
No problem Napalm.
Beyond conjecture I have no better understanding of what’s going on behind the scenes at the company than anyone else. But there are plenty of things here that, at least for me, are super encouraging.
1. Current price. Way too low given the potential in my book.
2. Current potential - more and more people are using AI to get what they want from the web, rather than visiting sites, which coupled with cookie restrictions makes web advertising less attractive. Equally people are moving in droves from linear to CTV and streaming. As Halley has often said, that makes CTV contextualised ad targeting a very hot market. And then you add in a new wave of agentic tools which massively increase scale and reduce friction and cost across the advertising buy chain, but for that to work you need standard protocols that allow all these agents to speak to each other in a common language. With CIQ and our involvement with AdCP, we really are at the Vanguard of all this. Then the conjecture, if we are working with Pubx then not only could we offer “market leading” contextualised targeting supported by Iris and Magnite, but we could provide a dynamic pricing solution that maximises revenue. That would be truly powerful.
3. The players. Always follow the money! Keith is the puppet master. He has significant value potential here, and has been steadily increasing his stake in Pubx (now owns c18% there, and is the second biggest holder after Mole). Equally, Halley isn’t in the game for fun - he wants a return, yet even now he’s fixing option incentives well above current price. For me the messaging is clear - they believe in what we have.
4. Yentra - again, this is targeting a highly lucrative space. Adopting AI using a very limited number of big cloud solutions cedes control and privacy to those providers, which could screw a business tied to them at the drop of a switch. It’s essentially the same supply chain problem we see with rare earths - it centralises power in a limited number of companies, a dangerous thing. Yentra is all about companies building and controlling their own sovereign AI solutions to match their needs and with cost control.
Of course there are unknowns and headwinds. We are told CIQ is market leading yet we have no sniff of commercial traction. That’s unnerving. Equally there is a real industry bun fight at the moment between AdCp and IAB Tech Lab, both of which are trying to shape new standardised protocols. I think of it as a bit like VHS v Betamax, for those that can remember. Both sides have big hitters, and it may be they can compliment each other. But we (and Pubx) have fallen squarely behind AdCP, which wouldn’t be great if it ends up being the Betamax in the argument.
Overall though, at this price, with this potential, and fully aligned as we are with the “players”, I’m pretty confident this could do very very well indeed, even though I’m just as frustrated by the general l