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This is an ad.
Author here: it’s describing how we built our pipeline engine. Technical content, presented in a form that I think is of interest to many HN users. I don’t think „ad“ is the correct term to refer to this. Can you elaborate what prompted your judgement?
Why not both? You took a public action that your company could derive value from. You're offering value in return, in the form of technical content, but...it also advertises your company to your target audience. This article wasn't posted organically by someone whose only interest is in the content of the article.
Not op, but maybe the perception is based on relatively few aha moments or new insights in the article. The one thing I would come back to it for is the listing of pipeline languages, which sounds interesting. YMMV.