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.
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Digital Advertising Is Set to Enter a New Era – and Brands Need to Be Ready
There’s still time for marketers to embrace a new privacy-first paradigm whose scalability matches the ID-based practices the industry has relied on thus far. However, the clock is ticking. -
Digging Deeper Into Advertising’s Lost Half
To demonstrate the power of optimizing in-campaign, we studied several campaigns that underperformed and estimated the approximate amount of increase in brand lift if the campaign prioritized the best-possible optimization. -
Filling the Creative Data Gap to Counter Rising CPMs
Data is a fundamental requirement for advertising to continue succeeding as much as it is growing. -
The Renaissance of Data Engagement: From Manual Endeavors to AI-led Orchestration
While the road ahead may be long, AI Orchestration holds the potential to unlock the true value of data, making it a transformative force in the business world. -
Are You Customer-Obsessed? Here’s Why You Should Be
From retail to tech, customer obsession is a foundational mantra that helps businesses excel. Let’s explore why this is the case and how customer obsession can benefit your business. -
How Marketers Can Mitigate Privacy Risk as Data Collaboration Takes Hold
As data collaboration becomes increasingly pivotal for business success, companies must stay aware of the nuances necessary to keep private data useful and useful data private. -
Programmatic Remains ABM’s Next Frontier
There is no better time for a change like this to come along at the DSP level. With many B2B companies trying to do more with less right now, anything that adds efficiency and potentially boosts performance is welcome. -
Cross-Channel Measurement Data Often Falls Short on Capturing Diverse Audiences and CTV Viewers. Here’s What Needs to Change
Americans are craving content that is reflective of all diversities, and not just the historical majority. Accurate measurement that captures diverse audiences is paramount to engaging and reaching these audiences and will be critical for brands’ success. -
Why Marketers Should Be Using Attention to Drive Better Brand Performance
Attention metrics are well on their way to transforming the way the digital advertising industry not only delivers campaigns, but the way outcomes are measured and judged. -
The Time to Set a Standard for Attention is Now
While viewability is a measure of an opportunity for an ad to be seen, attention measures whether the consumer saw, liked or engaged with the ad. -
Introducing the Protected Audience API: Personalization in a Privacy-Conscious World
As the world of digital advertising enters the next era, personalization will continue to play a huge role in achieving great marketing results. -
Maximizing Your Marketing to Draw, Capture and Activate Attention
With so much saturation, consumers easily become blind to advertising and it’s harder for the brand’s message to have any meaningful impact.
latest posts
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AI Is Rewriting the Rules of Omnichannel Advertising
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Meet the New Consumer: Calculated, Skeptical, and Resilient
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Identity’s Next Challenge: Why Accuracy Matters More Than Ever
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If Your Brand Isn’t Showing up in YouTube Search, It’s Already Falling Behind
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Outcomes Are Not a Buzzword. But We’re Treating Them Like One.
