MODERN MARKETING + MEASUREMENT
FINDINGS FROM OUR POPULAR PODCAST SERIES
The Last-Click Lie: Why Most Marketing Measurement Is Still Fundamentally Broken
Across the industry, CMOs are confronting an uncomfortable truth: the dashboards they’ve relied on for years often provide a distorted picture of what drives growth.
Marketing Mix Modeling Is Back — And This Time It’s Running the Business
When measurement frameworks help answer questions about revenue growth, profitability, and long-term brand equity, marketing becomes easier to defend—and easier to expand.
The New Marketing Currency: Why Data Collaboration Is Replacing Third-Party Tracking
Marketing will remain data-driven, but insights will come from aggregated patterns and trusted collaboration rather than ubiquitous tracking.
-
Turning Data Deluge into Decisive Insights for Marketers
By rethinking data strategies and considering integrated solutions, marketers can turn their current data overload into an insight and action-oriented machine and stop wondering when the payoff will happen, because it will already have happened. -
First-party Data Shouldn’t be a “Trough of Disillusionment”
For companies to overcome the so-called “trough of disillusionment,” they need to identify the solutions and strategies that deliver clarity. They need to embrace AI. Not just as a term but as a use case. -
How to Gauge Attention and Intention in the Privacy Era? It’s Simple: Let Consumers Show You
As privacy regulations tighten and consumers become more aware of how their data is used and misused, adopting privacy-first advertising strategies is not only compliant, it also builds consumer trust. -
Prioritize Privacy, or Cling to a Model Doomed to Disappear
To those in the digital advertising industry, another twist in the tale of the cookie deprecation was not unexpected. But that Google would seemingly renounce its promise to cut off these third-party identifiers all together, was abrupt to say the least. -
3 Data-Paved Paths to Improved Publisher Monetization
To maintain and grow revenue into the future, publishers need a fundamental understanding of today’s addressable advertising solutions and how they’re evolving. -
How to Adapt Your Digital Marketing to Market Trends
Adapting your digital marketing strategy to market trends and consumer behaviors is crucial for staying competitive. Thankfully there are many tools at your disposal to not only keep up with trends, but also leverage them to your competitive advantage. -
How Data Collaboration Will Advance Co-Branding
Companies that successfully capitalize on this opportunity will deliver more personalized customer experiences, enhance their reach and scale, understand the effectiveness of their campaigns, and forge new and innovative partnerships. -
From Validation to Innovation: Embracing Continuous Learning in the AI Era
By developing a connected system that stores all their data and facilitates continuous learning, companies can generate more informed and creative ideas, driving innovation and staying ahead of the curve. -
Seize Control of Your First-Party Data Destiny
Generative AI plays a distinct role in leveraging first-party data compared to regular AI by not only analyzing and predicting based on data but also creating new, unique content and experiences tailored to individual users. -
How Publishers Can Unlock the Full Revenue Potential of Political Advertising
Poised to become one of the fastest-growing sectors in advertising, U.S. political ad spending is expected to reach more than $12 billion in 2024. For publishers, that’s too large of an opportunity to miss. -
OUTFRONT and StreetMetrics Up the Ante for Bus Advertising Measurement
Through new attribution studies, the companies prove how effective bus advertising is up and down the funnel. -
Escaping the Sandbox: How Brands Can Independently Achieve Real Ad Results
Yes, it may be scary to try something new, especially with large uncertainties in the world of digital advertising. Will that ever stop, likely not, so advertisers better buckle up, and try to be a first or second mover as it does not cost a lot to prove that you can still reach your goals in the future, a future without cookies and – who knows – with or without the Sandbox.
latest posts
-
Identity’s Next Challenge: Why Accuracy Matters More Than Ever
-
If Your Brand Isn’t Showing up in YouTube Search, It’s Already Falling Behind
-
Outcomes Are Not a Buzzword. But We’re Treating Them Like One.
-
Marketing Is Learning Before the Market
-
The Rise of the Accountability Partner: Why Agencies Are Evolving Beyond the Media Buy
