Fresh off a vacation in Fire Island, Adam Heimlich joins Gareth Glaser for an episode that balances hilarious observations on human status-seeking—complete with a story about Brooklyn zoo-goers misunderstanding baboon mating habits—with deep strategic analysis on the future of ad tech defensibility. The hosts open by examining what happens to the internet as Google Search's dominance wanes, predicting how publishers will pivot toward ”orthogonal” content (highly uncorrelated, novel, or real-world local news) and why Google will artificially feed referral traffic to prevent publishers from blocking AI crawlers.The core of the episode tackles software defensibility and enterprise ad tech architecture. Gareth shares inside details from defensibility meetings at Chalice, challenging engineers to scope out what it would take for a $100M competitor to clone their tech, while highlighting how engineers think in ”mind castles.” Adam breaks down the fifth and final installment of his ”Two Architectures” blog series alongside a new Bayer case study, explaining why modeling on the joint outperforms standard lookalikes, why all ad tech data science problems are edge cases, and why pure SaaS models fail in enterprise ad tech compared to custom per-advertiser infrastructure.The hosts wrap up with a tour through industry news and earnings. They dissect the ongoing backlash against The Trade Desk and CEO Jeff Green, defending Green's long-term conviction around DSP longevity, data privacy, and agentic prompt interfaces. They also critique ADCP and audit chains, evaluate Mark Ritson and Byron Sharp's ”share of search” metrics, discuss Martin Sorrell's take on agency holding company defensibility, and celebrate Uber's ad business success story under Mark Grether.00:00 Oatmeal Court Audio & Fire Island Vacation03:16 Baboon Mating Myths & Human Status-Seeking06:48 Accused of AI Writing & The Post-Search Internet14:43 ”Orthogonal” Content & Local News Production20:00 Local News Attribution & Google Spotlight Tags22:05 Gareth’s Defensibility Meetings & Engineer ”Mind Castles”28:15 Adam’s Bayer Case Study & Data Science Edge Cases32:15 The Myth of Pure SaaS in Enterprise AdTech34:27 Pooled Averages vs. Per-Advertiser Custom Models37:50 AWS Fabric, ARTF Adoption & Measurement Lock-In43:25 Google Buyer Direct, ADCP & The Audit Chain Myth47:11 Share of Search, Byron Sharp & The Dark Lord of Penetration51:20 Martin Sorrell & Holding Company Compute Aggregation55:08 In Defense of The Trade Desk & Jeff Green's Conviction1:01:06 Collapsing Agencies & DSPs into Agentic Systems1:04:00 The Seismic Leak Story & Uber's Ad Success