I build attribution infrastructure for interactive media. As audiences shift from passive consumption to participation, brands generate engagement but lose visibility into what that engagement actually drives. Playnet was built to close that gap by measuring how people play, engage, and convert across gaming, social platforms, CTV, and commerce. Before Playnet, I co-founded POClab, an award-winning studio that helped brands including Walmart, Alo Yoga, and NYX Professional Make-up / L’Oréal, build interactive experiences in gaming and emerging media. That work surfaced a consistent problem. Participation was high, but attribution stopped at surface metrics. My work focuses on how participation becomes a measurable performance signal, and how attribution systems must evolve as interactive media becomes a core part of the marketing stack. I speak globally on how media, culture, and technology are reshaping value creation, and why participation is becoming the dominant economic signal that performance systems must evolve to measure. I’ve spoken at global forums including Davos, Cannes Lions, SXSW, Consensus, and Web Summit. Featured in Vogue Business, Adweek, Ad Age, Forbes, and TechCrunch.