The work is important, not who.

Notes, and second thoughts.

We create technology to run digital advertising in South Delhi. This is my personal blog.

When we started Blowtrumpet, it wasn’t to build another ad-tech company. It was to sit with one uncomfortable question:

Why does getting your message across to people seem so difficult?

I thought then, and think now, that advertising should do more than interrupt. It should inform, delight, occasionally inspire, and at minimum leave people no worse off than it found them. That belief shaped most of the decisions that followed — to stay independent, to treat creators as media businesses rather than distribution, and to build privacy in structurally rather than promise it in a policy.

Those decisions turned into products. Ravaki for advertisers, Tejaki for creators, and the systems underneath both. We’re in closed testing, building the unglamorous version properly rather than the impressive version quickly.

What this blog is

Thinking out loud — about technology, building things, advertising, and whatever else has my attention. Some of it is about Blowtrumpet. A fair amount isn’t.

It’s called The Edit because most of what’s worth saying is what survives the second pass. The posts here are first drafts of opinions I’m still revising, and I’d rather publish the second thought than the confident one.

These are my views, not company positions. When I’m writing about Blowtrumpet I’ll say so, and you should read it knowing I have a stake in the answer.

Elsewhere

Blowtrumpet — the company. [blowtrumpet.com]

State of Ads — our industry research and events programme, which is where the rigorous version of these arguments lives. [stateofads.com]

Write to me: arjun@blowtrumpet.com