MODERN MARKETING + MEASUREMENT
Explores the evolving landscape of analytics, attribution, and marketing performance with expert insights, industry trends, and actionable strategies. Stay ahead with in-depth analysis on emerging technologies, privacy shifts, and the future of 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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“The Journey Towards Better Transparency Isn’t Over”: The Industry Reacts to ISBA’s Latest Programmatic Supply Chain Study
We asked industry experts to share their thoughts on the latest findings. -
Why Smart Data Collaboration (and Data Clean Rooms) Will Be Key to Marketers’ Success in 2023
With collaborative insights made possible through data collaboration and clean rooms, marketers will be well on their way to accelerating business transformation in 2023 and beyond. -
Why IP Address Intelligence Data Is Key for MSSPs – and Cybersecurity Protection in General
IP address intelligence data won’t stop criminal cyber activity, but it can provide an additional, valuable layer of protection for in-house teams or MSSPs -
3 Reasons Search Data Should Be Your Top Priority in 2023
With the clear value search data can demonstrate, brands that place it front and centre will gain a clear view not only of a moment in time, but also – crucially – of predicted consumer behaviour in 2023 and beyond. -
How Cinema Became Measurable
The cinema advertising transformation is very much still underway. As they say in the ‘biz, the camera is still rolling. -
AI Will Solve the Cookie Conundrum but Advertisers Must Act Now
A wealth of opportunities have opened up for the post-cookie era thanks to advances in AI technology. -
70% of Your Consumers Are Now ‘Invisible’ to Your Adtech Stack – How Did This Happen, and What Can You Do About It?
To continue to reach consumers, advertisers must work with publishers via a privacy-safe tech infrastructure to find, scale and activate their consented consumer data, including the opt-out consumers. -
Under One Roof: Know Me, Know My Household
Understanding household composition, from occupant life-stage to individual habits and preferences, is the new battleground for data integration and interpretation. -
Zero to Hero: How Brands Can Seize on Consumer Calls for Personalisation
Zero-party data is here, and it’s here to stay. Undoubtedly, consumer data privacy must take precedence and brands’ strategies are yet to be fully defined. But joining the “zero-party party” is now a vital part of customer engagement strategy success. -
3 Reasons Why Data Collaboration Is Vital in 2023
Data collaboration, when executed in a way that preserves privacy and enhances customer experiences at scale, will transform business. I can’t wait to see what 2023 has in store. -
5 Red Flags to Be Aware of When Evaluating a Demand Partner
Choosing the right demand partner is important to ensure your business is running smoothly, cash flow keeps coming, and you aren’t being taken advantage of through sneaky clauses or unfair terms. -
How Brands Can Lean on Programmatic Advertising to Provide Certainty in Uncertain Times
In the final quarter of this challenging year, marketers can be reassured that the tools to withstand the additional pressure of delivering both efficiency and performance from media investments are readily available in programmatic media.
