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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Why the Open Web Is the Yin to Retail Media Networks’ Yang
When advertisers securely share first-party data with the supply-side, retailers and publishers can segment their respective audiences for targeting on their sites. -
Think Targeted Advertising Is Over? Think Again
If advertisers can look beyond the chaos of the current moment to see the opportunity that it presents, they will find new spaces to innovate, grow, and thrive even in the challenging conditions that lie ahead. -
Why Automated Technology Should Have Adaptability Built Into Its Design
The industry’s reliance on data to create relevant campaigns has led to an explosion of automated technologies to process and analyze the available data more efficiently. -
Is Disney’s Developing Tech Stack a Canary in the Google Coalmine?
The historical dominance of the walled gardens doesn’t have to be forever. Industry dynamics in 2022 are uncertain and in flux. -
The Secret to Heightened, Scalable Personalization? Standardization
Thanks to advances in technology, engineering, and — perhaps most importantly — AI and ML capabilities, platforms and brands can individualize interfaces to meet users’ needs. -
How Brands Can Transform Their Measurement Framework to Drive Organizational Change
An effective measurement framework will give you the data to continue moving the business forward and serve your customers’ needs. -
What my Friendship with Julia Child Taught Me about First-Person Data
Will we all learn from Julia Child and start asking questions, listening, and responding with care and interest? As Julia proved, it’s a time-tested approach. -
Future-Proofing Publisher Monetization Through Identity and Addressability
Publishers and advertisers alike are gearing up for a new world of addressability where interoperability is the best path forward for all parties. -
Slow Progress Toward Cookieless Targeting Masks Growing Momentum
Industry leaders are collaborating and dedicating significant resources to addressing the pending seismic shift in data collection and its impact on programmatic advertising. -
Data Analytics and Modeling Have a Higher Calling than Your Marketing Plan
No matter how much change comes our way, due to regulation, platform moves or otherwise, our respect for data driven marketing can and will live on. But, we have to look beyond the marketing plan to ensure that we are putting data analytics to the best possible use. -
Elevating the Ad Experience Through Insights and Experimentation
Through audience insights and creative experimentation, brands can create an advertising experience that informs, delights, and entertains viewers and helps them discover the products or information they want and need. -
Data Clean Rooms Are Not a Magic Bullet for Retail Media — Or Anyone Else for That Matter
If we don’t start respecting consumers’ inboxes and letting them control their data, they will continue to rely on machine-generated emails like Apple Hide My Email, Firefox Relay, and more.
