Explore · The library

Every resource founders actually use, in one library.

The essays, videos, podcasts, books and tools behind every answer across eChai's hubs, from starting up to go-to-market, D2C, founder money and AI, each with a note on why it is here.

What founders use most, ranked by how many answers lean on it.

  1. The clearest primer on the one measurement concept founders most misunderstand. northbeam.io Guide · How Founders Use AI What Is Incrementality in Marketing? Northbeam
  2. Plain-language MMM explainer for when click attribution stops being enough. northbeam.io Guide · How Founders Use AI What Is Media Mix Modeling (MMM)? Northbeam
  3. Independent trade coverage of why all three measurement legs matter. adexchanger.com Article · How Founders Use AI Northbeam Adds the Third Leg of the Attribution Stool AdExchanger
  4. A buyer-side review including pricing reality at $1,500/month. aisystemscommerce.com Article · How Founders Use AI Northbeam Review 2026: Incrementality Testing for DTC Brands AI Systems Commerce
  5. First-party case study: Zepto doubled installs with AI-generated video ads. business.google.com Article · How Founders Use AI Drive Growth with AI Video Ad Creatives (Zepto x Veo case study) Think with Google India
  6. India's top startup publication on how Google AI ads reshape startup marketing. inc42.com Article · How Founders Use AI Decoding Google's AI Push for Its $3.7Bn Indian Ads Empire Inc42
  7. AI retail-media targeting arrives on Indian quick commerce, a new founder channel. criteo.com Article · How Founders Use AI Criteo and Zepto Partner to Drive the Next Wave of Quick Commerce in India Criteo
  8. Independent coverage of the same deal with the APAC market context. marketech-apac.com Article · How Founders Use AI Criteo, Zepto Collaborate on AI-Powered Advertising MARKETECH APAC
  9. An Indian agency running 100+ AI creative variants daily shares the numbers. digidarts.com Article · How Founders Use AI How Indian Brands Can Turn 2025 Global Performance Marketing Trends into ROI Digidarts
  10. A concrete Indian small-brand growth case with real spend decisions. brandchanakya.in Article · How Founders Use AI D2C Brand Growth Case Study: 5X with Performance Marketing Brand Chanakya
  11. Industry-press numbers on Meta India's 29% ad growth driven by AI tools. campaignindia.in Article · How Founders Use AI Meta's AI-Led Advertising Growth Accelerates Campaign India
  12. A Chennai agency's practical read on Advantage+ for Indian advertisers. spintadigital.com Article · How Founders Use AI AI in Meta Ads: The Next Leap in Performance Marketing Spinta Digital
  13. How AI changes the whole Indian D2C funnel, not just the ads. spintadigital.com Article · How Founders Use AI AI Redefining D2C Marketing Spinta Digital
  14. The strategic risk: AI discovery may favour incumbents, so plan differentiation early. chitrangana.com Article · How Founders Use AI India D2C Brand Formation Rises as AI-Led Product Discovery Skews to Incumbents Chitrangana
  15. A structured Meta-for-D2C course from one of India's best-known ads educators. learn.umartazkeer.com Course · How Founders Use AI Performance Marketing for D2C BootCamp (Meta Special) Umar Tazkeer
  16. Why Indian brands winning on paid also invested in brand, with examples. decodegrowth.in Article · How Founders Use AI D2C Growth Strategy in 2026: Branding and Performance Together Decode Growth
  17. A top DTC agency's brief on the newest self-serve AI channel opening up. commonthreadco.com Article · How Founders Use AI AppLovin Axon Goes Self-Serve in June 2026: What Ecommerce Brands Need Common Thread Collective
  18. Early adopter data: spend up 66%, conversions up 38% in two months. avenuez.com Article · How Founders Use AI Will AppLovin Be a Viable Performance Media Channel for E-Commerce Brands? Avenue Z
  19. How to measure a channel whose value shows up as halo, not clicks. prescientai.com Article · How Founders Use AI What Is AppLovin? A DTC Marketer's Guide to Halo Effects & ROAS Prescient AI
  20. A measurement company's guidance on validating the new channel's claims. northbeam.io Article · How Founders Use AI What Is AppLovin and How to Leverage It for Marketing Success Northbeam
  21. What the attribution data actually shows for early AppLovin ecommerce spenders. triplewhale.com Article · How Founders Use AI Triple Whale x AppLovin: A Game-Changer for Ecommerce Ad Performance Triple Whale
  22. The research-house overview: PMax at 91% adoption, Advantage+ at 88%. emarketer.com Article · How Founders Use AI FAQ on AI Media Buying: Platform Tools, Agency Strategy, and How to Win in 2026 eMarketer
  23. A current snapshot of agent-run buying moving into production. forbes.com Article · How Founders Use AI The Next (Agentic) Phase of Media Buying Is Coming Forbes Business Development Council
  24. Which media-buying tasks agents absorb first: pacing, reporting, compliance. advertisingweek.com Article · How Founders Use AI Agentic AI Will Transform Media Buying, Starting from the Inside Out Advertising Week

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The hubs

Starting Up Find an idea, validate it, build, and land your first customers. 1327 questions GTM Go-to-market, from breaking in to how the best teams do it. 379 questions D2C Building a direct-to-consumer brand, India-first. 512 questions Wealth Paying yourself, ESOPs, secondaries, and de-risking founder wealth. 165 questions How Founders Use AI How founders actually put AI to work, mapped topic by topic. 360 questions Glossary Plain-language definitions of the startup and VC terms you'll hit. 425 terms
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