Most ad tech companies are half a business.
Kollision Theory supplies the other half: the relationships, the deal structure and the judgment to use them. We take a position, not a fee.
The other half
Four things you cannot hire for.
Every company we work with owns part of a stack and is missing the rest. These are the parts we bring.
The relationships
Search feeds, exchange seats, buy-side desks and syndication partners. None of it is purchasable and none of it is hireable. It is the reason the first meeting happens.
Deals that survive a bad quarter
Most partnerships are written for the good outcome. We design for the other one, so both sides can still work together after a month that goes wrong.
The match nobody had on a whiteboard
The best results come from putting two businesses together that had no obvious reason to meet. When the fit is right, one plus one is never two.
Reading platform pressure
Browser policy, security vendors and feed economics move together. We read them as one signal and say plainly whether to optimize, pivot or exit.
We take a position, not a fee.
Revenue share, equity or carry. No retainers and no hourly work. If we are not exposed to the outcome, we are the wrong firm.
Variables
Three variables decide whether an impression pays.
Everything we do sits under one of them. Nothing we do sits outside them.
Energy
Enough competing demand in the auction to clear the floor. Thin auctions clear at the floor and stay there.
Orientation
Match rate, format, placement and moment. The same impression is worth several times more, correctly oriented.
Frequency
Traceable inventory, sensible ad density and real users. Clean supply decides how many chances the first two variables get.
The window
It is decided in 120 milliseconds.
Demand paths respond inside the timeout or they do not respond at all. Density is what clears above the floor, and latency is what kills density.
Principles
Yield is a connection problem.
Most of what moves revenue in this business is who you know, how well they know you, and whether they trust what you tell them. We run that as infrastructure, not as networking.
They compound
We treat partnerships the way others treat capital. They compound, they protect you in a bad month, and they open doors no pitch deck will.
Truth over performance
We report what the numbers say, including when they say stop. A reporting call is not a sales call, and we do not run it like one.
The scarce input
As more of the auction runs on automation, human discernment becomes the edge. We spend ours on the decisions a model cannot make for you.
Choose the room carefully
The quality of a business tracks the quality of the people around it. We are selective about who we work with, and we expect you to be selective about us.
Bring us the half you have. We will tell you if we are the other one.
Start a conversationDemand
Four things, done properly.
We do not publish a service menu. This is the whole list.
Yield
Header bidding, open bidding and floor strategy on one integration. Floors set by data, not by habit.
Web video
Outstream and instream inventory built where it belongs on the page, priced against real completion data.
Direct demand
The introductions. Buyers, syndicators and desks we know personally, matched to inventory that suits them.
Ad quality
Creative policy, latency budgets and blocklists enforced continuously, not audited quarterly.
How we engage
Revenue share, equity or carry. No retainers and no hourly work. We take a position because it is the only structure that keeps our incentives pointed the same way as yours.
One integration, one point of contact, and a monthly read on what changed and why. We choose partners on fit and commitment, not on size. A serious small publisher gets the same attention as a large one. We do not take every account, and we will say so early if the fit is wrong.
Demand you would not have found on your own.
Start a conversationSupply
Everything a buyer needs before they bid.
Buy-side teams curate on supply path, ownership and inventory quality. Rather than make them ask, we publish it.
What we will not do
No incentivized traffic, no forced or auto-refreshing impressions, and no inventory we cannot trace to a property we can name. We would rather lose a demand path than explain one of these later.
About
Built by an operator, not an agency.
Kollision Theory is a principal, not a vendor. We hold the demand relationships, we structure the deal, and we take equity or revenue positions in the partnerships we build. We do not sell hours.
Leadership
Chris Dykstra, Founder. Performance marketing, search syndication and programmatic supply. Built and sold a search arbitrage business in 2025. Based in Victoria, British Columbia. Works directly on every account, and is the person who answers the phone.
A note from Chris
My best work has always been the introduction. A publisher in front of the buyer it needed. Two companies in one room that had no obvious reason to meet.
I am not a salesperson, and I never wanted to run a sales company. I treat relationships the way other people treat capital. They compound, they protect you when a quarter goes wrong, and they open doors no strategy deck will.
For years I did this work inside other people's companies. Kollision Theory is where it lives now, with a position in every outcome.
The quality of a business tracks the quality of the people around it. Choose partners carefully. Build deliberately. Tell the truth, especially when it costs you the deal.
How we got here
Most of this industry is built out of halves. A strong monetization stack with nobody who can open a demand door. A buying team with no inventory of its own. A distribution business with a channel under pressure and no read on where the pressure is coming from.
Kollision Theory exists because the same person kept being asked to supply the missing half, and it was time that work had a company behind it rather than a calendar invite.
How we work
We take a position in the outcome. We test before we scale. We publish our supply declarations rather than wait to be asked. And we say no early, which costs us deals and saves everyone the quarter that follows.
Contact
Tell us what you run.
Email us with your traffic, formats, current setup and what is not working. Buy-side teams should use the supply mailbox. Everything else comes to one inbox and gets answered, usually within a day.
Legal
Privacy and terms.
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Terms
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Contact
Questions about this notice go to hello@kollisiontheory.com.