Signal and Scale Advisory
Find the signal.
Build the scale.
Ad tech companies rarely stall for lack of effort. They stall because go-to-market,
operations, and the org chart stop pointing the same direction. Signal and Scale works
with founders and operators to fix that, then leaves the machine running.
Advisory led by Jeremy Gold — go-to-market, business operations, and scale.
Featured in
Growth stalls quietly, then all at once.
By the time the number misses, the cause is usually two quarters old: a value story that
stopped landing, a pipeline nobody trusts, or an org built for the company you were last year.
The work is finding which one it actually is.
in annual programmatic revenue across businesses advised
typical time from first diagnostic to a measurable change in pipeline coverage
in digital advertising across CPG, retail, and the platforms that serve them
What we do
Three levers, pulled in the right order
Most engagements touch all three, but rarely at the same time. We start where the
constraint actually is, not where it is easiest to show progress.
- Supply-side platforms
- Retail & commerce media
- CTV and streaming
- Curation and SPO
- Identity & measurement
Go-to-market
Sharpen the value story, pick the partners worth chasing, and build a motion that repeats without heroics.
- Positioning and pitch rebuild
- Pricing and packaging
- Demand partner strategy
- Sales math and territory design
Business operations
Make the engine legible. A forecast you can defend, reporting that flags problems early, and comp that pays for the right behavior.
- Forecasting and pipeline hygiene
- Compensation design
- Reporting and operating cadence
- Systems and CRM cleanup
Scaling the org
Add people without adding chaos. Structure, hiring sequence, and the leadership bench that holds when the quarter gets hard.
- Org design and role clarity
- Hiring plans and scorecards
- Leader onboarding and coaching
- Post-merger and new-market entry
How it works
A diagnosis, a plan, and someone in the room
Every engagement runs the same three phases. The deliverable is never a deck of
observations you already agreed with.
Diagnose
Two to four weeks inside the business. Pipeline, partner mix, unit economics, and the conversations nobody writes down.
Ends with a written assessment
Design
The specific moves, sequenced, with an owner and a date on each one. Ruthless about what you stop doing.
Ends with a two-quarter operating plan
Deploy
Hands on the wheel alongside your team. Jeremy stays until the motion runs without him, then steps back.
Ends with your team owning it
Market intelligence
Decisions get easier when the signal is clean
A standing brief on where demand, pricing, and partner posture are actually moving.
Written for people who need an answer this week, not another dashboard to log into.
- Where spend is consolidating, and which paths are getting cut
- What buyers are asking for in curation, SPO, and identity right now
- Competitive positioning, benchmarked against your actual pitch
- A named contact you can call when something breaks
Sample — monthly
Curation budgets keep moving upstream
Three of the top ten DSPs shifted curated deal spend to direct supply paths this quarter. What it means for your take rate.
Floor strategy is getting tested again
Where publishers are holding firm, where they are folding, and the pitch that survives both.
Two windows worth opening in Q3
Named platforms currently rebuilding their supply shortlist, with the angle most likely to get a first meeting.
Who you work with
One operator, not a bench of associates
Jeremy Gold has spent more than twenty years in digital advertising, working across
the CPG and retail industries. At Yahoo he helped launch the Yahoo DSP, built the CPG
practice, and authored its commerce media strategy. He began his career at
Advertising.com, later acquired by AOL, holds an MBA from the University of Maryland’s
Smith School of Business, and has served as professional faculty at DePaul University’s
Kellstadt School of Business.
Engagements are led by Jeremy directly. When a problem needs a specialist he brings one
in, but the person in your operating reviews is the same person you hired.
Most companies I meet don’t have a strategy problem. They have twelve strategies and
no honest way to tell which one is working. The job is finding the one signal worth
scaling, then building the operation that can carry it.
Jeremy Gold, Founder, Signal and Scale Advisory
Results
What changes after the first quarter
We had been pitching the same deck for eighteen months. Jeremy rebuilt the story in three weeks, and two top-tier demand partners signed that quarter.
He is the rare operator who can sit with the CFO in the morning and the sales floor in the afternoon and be genuinely useful in both rooms.
Our forecast used to be a negotiation. Now it is a number I can take to the board without a caveat attached to it.
Engagements
Three ways to work together
Diagnostic sprint
- Full GTM and operations assessment
- Interviews across sales, ops, and product
- Written findings and a prioritized plan
- Readout to the leadership team
Fractional leadership
- Embedded two to three days a week
- Acting CRO or COO while you hire
- Runs the operating cadence and forecast
- Coaches the leader who takes over
Board and diligence
- Commercial diligence for investors
- Board advisory and operating reviews
- Post-close integration planning
- Management team assessment
Questions
What people ask first
Who do you usually work with?
Ad tech and commerce media companies between roughly $10M and $150M in revenue, usually founder-led or recently through a funding or ownership change. The common thread is a business that has proven it can sell and now needs to prove it can scale.
How is this different from hiring a consultant?
Consultants hand you a recommendation. This practice stays through execution. Jeremy sits in your pipeline reviews, joins partner calls, and is accountable to the same numbers your team is, for as long as the engagement runs.
What does the first month look like?
Mostly listening. Interviews across sales, ops, finance, and product, a pass through your CRM and reporting, and calls with two or three current partners. You get a written assessment at the end of week four, whether or not the news is comfortable.
How much of my team’s time does this take?
Around an hour each from about a dozen people during the diagnostic, then a standing weekly with the leadership team. Engagements are designed to reduce meeting load over time, not add to it.
Do you work outside ad tech?
Occasionally, where the commercial model rhymes with programmatic: usage-based pricing, marketplace dynamics, or a partner-led motion. If the fit is not there, you will hear that on the first call rather than in a proposal.
Are you available for a full-time role?
The practice is the focus, though fractional engagements sometimes become permanent for the right business. Worth a conversation either way.
Let’s find the signal in your business
A 30-minute call, no deck. Bring the number that is bothering you and we will work out whether there is something here worth doing.
Or reach out directly at [email protected]