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Matthew Niederberger

Matthew Niederberger

Delft, Netherlands
31
Oct
Governance is everything: Simo Ahava on making GTM a bridge, not a back door

Governance is everything: Simo Ahava on making GTM a bridge, not a back door

Simo Ahava joins Couch Confidentials to talk GTM as a bridge between marketing and engineering, why governance beats hacks, how BigQuery replaced the GA UI for real work, and where AI helps or hurts. Practical, candid, and immediately useful.
4 min read
30
Oct
Why we keep solving human problems with robot solutions

Why we keep solving human problems with robot solutions

The Martech industry keeps solving human problems with robot solutions. While vendors launch AI agents and blame data quality, the real issue is organizational dysfunction. Why architecture, not technology, determines if marketing teams succeed or fail.
7 min read
27
Oct
The great rebalance & why 2026 belongs to the mid-market CDP

The great rebalance & why 2026 belongs to the mid-market CDP

2026 will test Martech’s balance. As enterprise CDPs plateau, mid-market buyers are emerging as the industry’s new growth engine and its most overlooked opportunity.
7 min read
20
Oct
Where CDPs quietly kept working

Where CDPs quietly kept working

Every few months, someone posts another chart about the end of Customer Data Platforms. The logos change, the arrows move
4 min read
17
Oct
From ad servers to AI: a reality check with Infolinks Media CEO Bob Regular

From ad servers to AI: a reality check with Infolinks Media CEO Bob Regular

Three decades of adtech evolution and why the next big leap won’t come from a single prompt.
1 min read
16
Oct
Shopping like a human & the quiet rise of Conversational Commerce

Shopping like a human & the quiet rise of Conversational Commerce

Conversational commerce is reshaping how people discover and buy online. From Bloomreach’s Clarity module to OpenAI’s new ChatGPT apps, a more human form of shopping is quietly emerging, one built on dialogue, not dashboards.
5 min read
13
Oct
If CDPs are dead, they’ve donated their organs...

If CDPs are dead, they’ve donated their organs...

Despite the headlines, Customer Data Platforms aren’t dead. Their best parts now power engagement platforms and data warehouses. This article explains why CDPs still matter, especially for mid-market businesses driving the next wave of customer data innovation.
4 min read
12
Oct
When a Martech guy walks into AdTech... and lives to tell the tale.

When a Martech guy walks into AdTech... and lives to tell the tale.

I was entirely out of my depth in this one. Sitting down with AdLib co-founder Mike Hauptman turned into more than just an AdTech crash course.
2 min read