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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Contextual Now Powered by Dynamic Audience Signals Is the Best of Both Worlds
Cookie deprecation is causing a good deal of anxiety in our ecosystem—even with the recently announced Google Chrome reprieve of its disappearing cookie until 2024. -
Making Waves: WHISKAS® and MediaCom Gave Cats Custom Amazon Boxes to Play In
In 2021, WHISKAS® worked with MediaCom and Amazon Ads to better connect with tech-savvy pet owners. -
Making Waves: Dentsu X on How Brands Can Build Lifetime Customers
Sanjay Nazerali of dentsu X dives into how companies can connect with consumers in more meaningful ways through purpose, messaging, and action. -
How Advertisers Can Adapt to the New Privacy Ecosystem
Brands and marketers need to look at the new privacy ecosystem not as a threat, but instead as an opportunity. -
The 3 Top Video Marketing Metrics to Assess Performance
There’s little doubt that video content marketing works, which is why so many brands use it. The key is to exercise thoughtfulness and patience when it comes to evaluating each video’s success. -
How to Link Attention to Brand Performance
By ensuring these five areas are working together in harmony, marketers and advertisers can ensure that they are able to harness the power of attention within their campaigns. -
What Got Us Here Won’t Get Us to the Future. Why the Digital Advertising Industry Should Move Toward an Opt-in Internet
As we move to a world beyond cookies, as an industry we have the opportunity to build a better internet that is based on new levels of trust and understanding, but which preserves the value exchange of relevant advertising for amazing, free content. -
Catching up – a Breakdown of U.S. State Privacy Laws Since 2021
For businesses assessing the programmatic industry, long-term thinking should become standardized, with companies proactively building privacy into their infrastructure and practices. Businesses that wait will fall behind. -
How to Put Marketers in a Better Position for the Retirement of Third-Party Cookies
A Q&A with Chris Hogg, Global Head of Platform Sales at Lotame -
The Value of Contextual Targeting – Q&A with Yieldmo’s Chris Bolte
Now is the time for action. Begin testing different solutions that do not rely on identified users and develop effective strategies that can deliver performance and scale. -
Making Waves: How Coca-Cola Wows Customers Every Christmas by Leaning Into Creativity and Innovation
Coca-Cola has become synonymous with the magic of Christmas and every year they find new ways to delight and engage their audiences. -
Making Waves: How IRI Helps Clients Make Meaningful Connections With Customers With Insights and Analytics
Jennifer Pelino, EVP Global Media, IRI, sits down with Amazon Ads to share how her company is using audience and brand insights to help build meaningful connections between brands and their customers.
