The Advertisers Council
A forum for the practitioners shaping the future of performance marketing.
Why this exists
The performance marketing industry moves faster than its institutions. New platforms emerge quarterly. Attribution models shift. Privacy regulations redraw the boundaries of what is measurable. And yet, the people making daily decisions across billions in ad spend rarely have a structured forum to think together.
The xpflow Advertisers Council exists to fill that gap. It is a small, invitation-only group of senior practitioners — people who manage real budgets, solve real problems, and think carefully about where the industry is heading.
This is not a customer advisory board. Council members are not required to use xpflow, and sessions are not product demos. The conversation is the product.
We believe that the best software is built in close proximity to domain expertise. The Council gives us that proximity — and gives its members a rare space for honest, high-signal conversation with peers.
Participation is unpaid but not unreciprocated. Members receive early access to xpflow research, direct input into our product roadmap, and a network of peers who take the craft as seriously as they do.
How it works
Quarterly Working Sessions
Ninety-minute virtual sessions organized around a single theme. Recent topics have included cross-channel attribution in a post-cookie landscape, the operational impact of generative AI on media buying, and budget allocation frameworks for emerging platforms. Sessions are recorded for members only.
Annual Perspective
Once a year, we publish a collaborative report synthesizing the Council's collective outlook on the industry. This document is shaped by member input and reviewed before publication. It is one of the few artifacts of its kind — practitioner-driven, vendor-neutral, and grounded in operational reality.
Ongoing Dialogue
Between sessions, members have access to a private channel for asynchronous discussion. This is where the most interesting thinking often happens — questions posed to peers, early observations about platform changes, and candid assessments of new tools and tactics.
Membership is by invitation
We keep the Council deliberately small — typically between fifteen and twenty-five members. This ensures every voice is heard and every session is substantive. Members are selected based on their depth of experience, the quality of their thinking, and their willingness to contribute openly.
If you believe you would be a good fit, or would like to nominate a colleague, we welcome the conversation.