Aug 11, 2026 · 30 min · 10 segments
Modern marketing is a complex system. You can’t track every interaction, impression, or dollar perfectly - but you can understand how the system behaves. In this episode of The Incremental Marketer…
Jeremy HynesGuest
Paul BorutaHost
Looking ahead, what do you think will separate the companies that adapt well from the ones that fall behind?
You can't really move forward with AI unless you have a well-structured ad tech architecture and a well-structured business process.
If you don't have the fundamentals down to begin with, you're just going to propagate bad processes moving forward.
Welcome to the Incremental Marketer, a content series where we meet with top marketing executives and leaders across industries to help you drive growth in your business.
Today, I'm joined by Jeremy Hynes, Vice President of Business Development at Overline.
Jeremy has spent more than 20 years in digital advertising, in business development, revenue operations, and strategic partnerships.
What makes Jeremy's perspective especially valuable is that he's seen the advertising ecosystem from so many angles: planning, sales, operations, very firsthand, technology, and partnerships.
And I think that's important because a lot of the challenges companies face today aren't just about choosing the right media channel or platform.
They're about how organizations actually work, how teams align, how systems connect, and how strategy turns into execution.
So today, we're gonna talk about how digital advertising has evolved, where operational complexity creates friction, and what it takes to build stronger, more sustainable growth strategies.
We, uh, we were in the, uh, early days of the internet when we first worked together, and then you've had a, just a storied career since.
So can you tell us a little bit about your background and kind of your journey, uh, to get to where you are today, and then a little bit about Overline as well?
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Looking ahead, what do you think will separate the companies that adapt well from the ones that fall behind?
You can't really move forward with AI unless you have a well-structured ad tech architecture and a well-structured business process.
If you don't have the fundamentals down to begin with, you're just going to propagate bad processes moving forward.
Welcome to the Incremental Marketer, a content series where we meet with top marketing executives and leaders across industries to help you drive growth in your business.
Today, I'm joined by Jeremy Hynes, Vice President of Business Development at Overline.
Jeremy has spent more than 20 years in digital advertising, in business development, revenue operations, and strategic partnerships.
What makes Jeremy's perspective especially valuable is that he's seen the advertising ecosystem from so many angles: planning, sales, operations, very firsthand, technology, and partnerships.
And I think that's important because a lot of the challenges companies face today aren't just about choosing the right media channel or platform.
They're about how organizations actually work, how teams align, how systems connect, and how strategy turns into execution.
So today, we're gonna talk about how digital advertising has evolved, where operational complexity creates friction, and what it takes to build stronger, more sustainable growth strategies.
We, uh, we were in the, uh, early days of the internet when we first worked together, and then you've had a, just a storied career since.
So can you tell us a little bit about your background and kind of your journey, uh, to get to where you are today, and then a little bit about Overline as well?