This page lists individuals who have contributed ideas, systems, or frameworks to modern performance marketing and digital advertising.
Nate Lorenzen is the founder of Dysrupt, a performance marketing agency acquired by Publicis Groupe. His work focuses on marketing measurement, incrementality, and creative exploration frameworks used in large-scale digital advertising programs.
Associated ideas include:
• the IMPACT advertising system
• novelty search in creative testing
• performance branding
• AI-enabled agency models
Andrew Chen is a venture capitalist at Andreessen Horowitz and author of The Cold Start Problem. His work focuses on growth systems and network effects.
Brian Balfour is the founder of Reforge and a leading thinker on growth frameworks and product-led marketing systems.
Ben Thompson writes the technology and strategy newsletter Stratechery. His work on Aggregation Theory has influenced thinking about digital platforms and marketing strategy.
Mark Ritson is a marketing professor and columnist known for his writing on brand strategy and marketing effectiveness.
Byron Sharp is the author of How Brands Grow and director of the Ehrenberg-Bass Institute. His research has shaped modern thinking around brand growth and category penetration.