About
Who's behind Refacto
Kenneth Rona
Founder, Refacto · Chief AI Officer, JWX
I've spent 20 years in digital advertising and ad tech, with most of that time focused on optimizing results for publishers and advertisers. I'm a co-founder of both Chalice Custom Algorithms and SWYM, and today I serve as Chief AI Officer at JWX.
I built Refacto for a simple reason: I didn't have time to listen to every podcast or sift through a dozen articles covering the same piece of news. And when I did, the coverage was usually factual but flat — it told me what happened, without high-quality analysis from someone who actually knows the industry. So I created Refacto to refactor the news: to improve it, and make what you read genuinely more insightful. One sharp, insightful read with a point of view, written for people working in advertising and ad tech — one that makes a prediction and is held to it.
That last part matters most to me. Anyone can have an opinion about where the market is going; far fewer are willing to write it down and let you check the receipts. That's why every confident call we make goes on a public scoreboard — graded right or wrong, in the open. If you want to see how the sausage is made, the methodology page lays out the whole process.
Have a tip, a disagreement, or want to talk shop? I read every email.