In our ever stranger industry, there’s one name that stands out like a neon sign in a dystopian cityscape: Simon Halstead. This isn’t just any strategist; he’s the guru who can decode the industry’s most cryptic secrets while sipping a latte, all while dropping truth bombs with the precision of a master marksman. Simon Halstead is the kind of guy who, when he speaks, the room listens—and for good reason.
The Man Behind the Magic Curtain
Simon Halstead, a man with a resume that reads like an ad tech blockbuster, recently sat down for a candid chat. Just days before jetting off to the south of France for a well-deserved vacation, Simon was in that euphoric state we all know too well—trying to close out work while daydreaming about sun-soaked beaches. “I’m about to take a vacation in under 48 hours. So I’m desperately trying to close out work and projects and get ready to head to the south of France for two weeks of hopefully not very much,” he shared, a glimmer of escapism in his eyes. But don’t be fooled; even when Simon’s clocking out, his entrepreneurial brain never truly switches off. He’s knee-deep in a “mind-bender of a project,” bringing a new programmatic channel to market. It’s so top-secret that it’s all under NDA, but you can bet it’s making every bit of his “little gray cells” work overtime.
The man behind the ad tech magic curtain didn’t get here by accident. His journey is as riveting as it is unconventional. How many industry bigwigs can claim they met their spouse at Buckingham Palace? That’s right—Simon met his wife while working at the summer opening for the Queen. “We both worked in the summer opening for the Queen, who’s dearly departed,” he shared, with a touch of nostalgia. Fast forward a few years, they met again in an office, got together, and have been married for just under 20 years, with two kids. If this isn’t the stuff of fairy tales, I don’t know what is.
Navigating the Political Minefield
In the midst of global chaos—political upheavals, economic roller coasters, and the relentless march of technology—Simon remains a beacon of optimism. He seems to embody a unique blend of realism and hopefulness, a rare combination that allows him to navigate the ad tech waters with aplomb. “You have to remain hopeful that humanity will find a way to continue to drive forward,” he said. This guy isn’t just about numbers and strategies; he’s about finding the silver lining in the darkest of clouds.
It’s no surprise that Simon stays informed on global affairs, considering the seismic shifts that impact the ad tech industry. “It’s been a couple of weeks, right? I think we all sometimes feel the fire hose, no matter where you are, changes in the US presidential election, changing the industry with the cookie announcement,” he said, with a wry smile. And when it all gets too much, Simon takes his dog for a walk—a simple yet profound cleanse for the soul. “When it all gets too much, I shut it all out and I take my dog for a walk and go near some nature and feel a bit better that way,” he shared. It’s this balance of staying informed yet knowing when to unplug that keeps him grounded.
The Foresight Battle and Cake Addiction
Simon admits he doesn’t have a crystal ball, but he wishes he did. His fascination with foresight is rivaled only by his ongoing battle with the irresistible allure of cake. “If I had foresight, I would make better decisions around cake. I’d stop eating cake and I’d be several pounds lighter,” he quipped, a self-deprecating chuckle punctuating his words. But hey, we all have our kryptonite, and for Simon, it’s that delicious sponge with a cup of coffee.
Foresight in the ad tech world is more than just a nice-to-have; it’s a necessity. Simon’s approach to foresight isn’t about predicting the future with absolute certainty but about seeing echoes of what might come. “I think the ability to not even see the future completely, but see some echoes of the future would be super useful,” he mused. This ability to anticipate trends and navigate paths is what makes Simon a standout in his field. Yet, he remains humble, acknowledging that even he can’t predict every twist and turn.
Trust, Honesty, and the Piranha-Infested Waters
In an industry where trust can be as elusive as a unicorn, Simon’s core values—trust, honesty, respect—are the DNA of his consultancy. “You have to be true to yourself,” he stressed. Simon’s reputation is his currency, and he’s not afraid to tell clients what they don’t want to hear. It’s this no-nonsense approach that keeps clients coming back, even if the truth isn’t sugar-coated.
“First of all, you have to be true to yourself, right? So otherwise you’re inauthentic when you do work, when you talk to people. I think that exposes super quickly. Then you don’t get repeat business,” he explained. For Simon, being authentic isn’t just a strategy; it’s a way of life. This authenticity, combined with his commitment to core values, is what sets him apart in the piranha-infested waters of modern business.
Mental Health in the Pressure Cooker
Amidst all the industry buzz, Simon is also a staunch advocate for mental health, a topic often swept under the rug in the high-stakes world of ad tech. “People being okay with knowing it’s okay to not know it all, to not be able to answer all, is a really, really important point,” he said, encapsulating a philosophy that cuts through the noise of endless KPIs and performance metrics. In an environment where the pressure to perform can be relentless, Simon’s emphasis on mental well-being is a breath of fresh air. He understands that the constant drive for innovation and results can lead to burnout, and he’s not afraid to address this head-on. By openly discussing the challenges of mental health in the industry, Simon is paving the way for a more supportive and sustainable work culture.
Simon’s commitment to mental health goes beyond mere lip service; it’s a core part of his leadership style. “I think genuinely keep having that conversation about people’s mental health and genuinely not expecting everyone to know it all,” he emphasized, reinforcing the idea that it’s okay to admit vulnerabilities and limitations. This level of empathy and understanding is rare in a field often dominated by cutthroat competition and a ‘fake it till you make it’ mentality. Simon’s approach not only fosters a healthier work environment but also cultivates a culture of authenticity and support. It’s this compassionate leadership that sets him apart, making him not just a brilliant strategist but a true champion for the well-being of his team and the broader industry. By prioritizing mental health, Simon is ensuring that the drive for success doesn’t come at the expense of personal well-being, proving that kindness and business acumen can indeed go hand in hand.
Black Boxes and Cookie Crumbles
Now, let’s talk cookies—the digital kind. Just when we thought Google was ready to toss cookies into the dustbin of history, they pulled a fast one. The ad tech world was rocked by the announcement that cookies are sticking around. This isn’t just a minor delay; it’s a full-blown plot twist. Simon Halstead, ever the seasoned sage, weighed in with the calm of someone who’d seen this coming from a mile away. “The delay didn’t surprise me,” he said, with a casual shrug that screamed “I told you so.” But even Simon, the oracle of ad tech, was caught off guard by the permanence of this decision. “The latest change, logically it makes sense, but I was pretty shocked when it came out,” he confessed, probably while contemplating the absurdity of it all over a cup of coffee.
For what feels like an eternity, we’ve been hearing the ominous drumbeats of the “cookie apocalypse.” The industry’s Chicken Littles have been screaming that the sky was falling, with cookies set to crumble into oblivion. Everyone was gearing up for a cookie-less future—marketers, tech giants, even the guy who makes those annoying pop-up ads. But here we are, with Google essentially saying, “Just kidding, cookies are here to stay!” It’s like prepping for a meteor strike, only to find out it was just a stray balloon. Now, the digital advertising world is left to pick up the pieces of their shattered plans, and perhaps, grudgingly, breathe a sigh of relief.
Simon, ever the pragmatic thinker, laid out the new landscape with his signature clarity. “Ultimately, the 60% of Chrome that’s currently addressable is going to drop to 30% of Chrome that’s addressable with a cookie. That’s 15% probably of your total meat budget. That’s not significant. So people are going to have to have a patchwork of solutions,” he explained. In other words, it’s not time to pop the champagne just yet. The reprieve doesn’t mean it’s business as usual; it just means we have to get creative with our data strategies. The days of lazy, cookie-dependent marketing are over. It’s time to roll up those sleeves and get to work.
This isn’t a golden ticket back to the days of carefree data collection. Simon’s insights make it clear that the industry can’t just sit on its hands. The cookie situation has merely bought time, not solved the underlying issues. Marketers now need to weave together a Frankenstein’s monster of data solutions—first-party data, contextual targeting, and whatever else they can cobble together. It’s a messy patchwork, but it’s the new reality. The name of the game is adaptability, and those who can’t keep up will find themselves out in the cold, clinging to outdated methods like a relic from the digital Stone Age.
Moreover, the sudden cookie U-turn underscores the increasing importance of consumer trust and privacy. Sure, cookies are still in the jar, but that doesn’t mean brands can keep sneaking them without asking. The focus now has to be on transparency and giving users a fair deal. As Simon would likely say, if you’re not building trust, you’re just building a house of cards. In this brave new world, consumers are savvier than ever about their digital footprints, and brands need to step up their game if they want to stay in the good graces of their audience. No more creepy, covert data scraping—it’s time to play nice.
In the end, Simon’s take on the cookie situation is both a reality check and a challenge. It’s a reminder that while the doomsday clock might have paused, the industry’s challenges are far from over. Marketers must continue to innovate, experiment, and adapt in a landscape where data privacy and consumer trust are the currency of the realm. The cookie reprieve offers a brief respite, but it also sets the stage for a more nuanced and complex digital advertising environment. As Simon aptly puts it, this isn’t the end of the line—it’s just the next chapter in an ongoing saga. So, buckle up and get ready for the ride; it’s going to be a wild one.
The Simple Philosophy
Simplicity is Simon’s guiding star. “Simplicity of what you recommend to people, simplicity of how you talk to them,” he advised. It’s about framing things in the client’s language and being clear about the desired outcome. Listening, he believes, is his superpower—distilling information into something digestible and actionable. “One of the first things I always do in any project is spend at least the first day or two or first week or two interviewing internally, understand the issues they feel they’re facing and I get to understand their language and the way their business presents those challenges,” he shared. This approach isn’t just about making things simple; it’s about making them accessible and actionable.
The Legacy of Kindness
Simon isn’t out to invent the next AI rocket ship. His aim is modest yet profound: to leave a legacy of kindness, business growth, and respect. “I’m not an entrepreneur who is trying to change the world,” he said. “I want to do business well and help customers through a journey.” This philosophy isn’t just about success; it’s about making a positive impact on the people and businesses he works with. It’s this humble yet powerful approach that defines Simon’s legacy.
Simon Halstead’s vision is refreshingly grounded in an industry often obsessed with disruption and the next big thing. While many of his peers are busy chasing unicorn status and crafting grandiose visions of market domination, Simon’s focus is on the here and now—on the tangible, meaningful interactions that build lasting relationships. His approach emphasizes being there for clients, not just as a service provider but as a trusted partner who understands their challenges and is committed to their success. This strategy might lack the flash of revolutionary tech innovations, but it’s rooted in the enduring values of trust and integrity.
What sets Simon apart is his unwavering commitment to core values, even when the industry’s currents pull towards quick wins and short-term gains. His belief that real change comes from consistently delivering value rather than dramatic overhauls reflects a deeper wisdom. Simon’s legacy is built on helping businesses navigate their paths with confidence and clarity. His focus on kindness, business growth, and respect isn’t just a business strategy; it’s a reflection of his character and his belief in the power of positive, ethical business practices.
This humble yet powerful philosophy has a ripple effect, influencing not just his clients but the broader industry as well. By prioritizing respect and kindness, Simon fosters an environment where ethical considerations and human connections are paramount. This isn’t just about building a successful business; it’s about setting a standard for how business should be conducted. His clients aren’t just customers—they’re partners in a shared journey toward mutual success. In an era where cutthroat competition often overshadows collaboration, Simon’s approach is a breath of fresh air, reminding us that the true measure of success lies in the positive impact we have on others.
The Road Ahead
In five years, Simon sees himself still running his business, potentially with a small team. “The secret sauce is often your skill as a consultant,” he noted. But he’s working on making that a scalable product. His ultimate dream? To retire in eight years and become the chairman, passing the torch to the next generation. “I’d like to see myself still doing this, still running this business, potentially with a small group of people working with me, having scaled it out,” he shared, his eyes twinkling with the possibilities of the future.
As we wrapped up, Simon shared what he’d tell his younger self: “Take more risks.” It’s advice he might not have listened to back then, but it’s the wisdom of a man who’s navigated the wild jungles of ad tech with skill, integrity, and a dash of irreverent wit. Here’s to many more years of Simon Halstead, the ad tech oracle who’s always ready to drop a truth bomb—or a cake crumb—on the digital world.
