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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Data-Driven Creative Strategies in a Cookieless Future
Harnessing first-party data, and ensuring it’s frequently audited will offer a trustworthy foundation to build on. Marketers who start now will have the benefits of valuable insights into their customers’ needs and preferences. -
Google Topics API: The Fight for Advanced Cookieless Solutions in a Privacy Compliant Market
As cookie depreciation bears down on the industry, an influx of cookieless targeting solutions are proliferating the marketplace, with the latest solution to be released being Google’s Topics API. -
The Pitfalls of “Assumption-Based” Marketing
The customer relationship is already valuable to the brand, and a thoughtfully-managed brand can provide immense value to the engaged consumer by way of continuing education, special offers and things like loyalty programs. -
Attention is the New Metric
By Caroline Hugonenc, Global VP Insights & Research, Teads There has been a long understanding that current methods to measure the effectiveness of digital marketing aren’t up to the task. […] -
Winter Olympics Audience Data is About Winter Sports. Until it Isn’t.
As programmatic advertisers look to identify and reach their known, and unknown, audiences, they’ll need to continually look at how to use the best data science at their disposal to find the overlaps, unexpected correlations and audience pathways. -
Why Partnerships Will Pave the Way to Data Privacy Success
How can brands continue to find safe and engaging ways to connect with consumers in this complicated environment? -
The Future of Ad Effectiveness in a Post-Nielsen World
Emerging Social Commerce Channels Requires Innovative Measurement Tools By Jeff Bander, Head of U.S., Eye Square For nearly seven decades, the concept of measuring advertising effectiveness has been synonymous with […] -
In the “Cookie Apocalypse” Context Matters – Now More Than Ever
Technology can help us truly understand the context of a digital environment and pair that with dynamic and engaging ad creative in real time. And when you get that right, consumer attention naturally follows. -
Don’t Fear The Backlash: We’ve Only Seen The Shift to Streaming TV’s First Wave
The future of television is before us. It will be connected, measured, targeted and engaged in entirely different ways than we have seen in the past half century. -
3 Major Barriers Brands Face in Leveraging Real-Time Analytics with Third-Party Vendors
Recent research suggests 76% of customers want brands to do more to control personal data. In a world of instant personalization and constant multichannel interaction, brands need to analyze and react to this data in real-time. -
Steps Publishers Must Take to Survive in the Cookieless Era
For publishers, 2022 may be the last year of easy access to scalable audience data. -
The Digital Transformation in Local-Market Advertising
While it may seem at first glance that the advantages of advanced marketing technology reside out of reach for smaller, less sophisticated advertisers, the fact is that the greatest benefits of modern marketing technology are most readily beneficial to the most modest businesses.
