I spent a decade making ads. Now I build what I actually want to read.

I'm Jeff — a software engineer who spent ten years in ad tech building for brands like Apple, Disney, and American Express. I love architecting and building creative systems that scale. What started as an AI research project became a programmatic publish and media company.

Trending Society is what happened next. A full-stack AI media platform I built from scratch — autonomous agents doing the research, writing, and distribution work of a small newsroom, at a fraction of the cost. Not a side project. The main thing.

My editorials cover the things I'm genuinely obsessed with: autonomous AI agents, the tools reshaping how software gets built, and what happens to media when the cost of publishing collapses to near zero.