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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Identity Resolution: The Multibillion Dollar Industry
Frequent guest of the podcast, Claritas’ own CTO, Al Gadbut, joins us for the first in our newly shortened 20-minute episodes, Identity Resolution: The Multibillion Dollar Industry. -
The Data Divide of a First-Party Future
Now is the time for businesses to go the extra mile to show consumers that they are invested in creating reciprocal value, something that not many audiences are convinced of. -
A Reality Check for the Post-Cookie World
Ultimately, replacing third-party cookies is about the industry working together to help brands connect with people in a responsible and privacy-compliant way. -
What Marketers Can Learn About CTV for the Midterm Elections — and Their Own Campaigns
Taking a dedicated, strategic approach to this key medium can help to develop better ads for candidates and deliver more relevant ads to viewers. -
The Era of Broad Target Segmentation Is Over
As the nation continues to diversify, brands must broaden their ideas of a target audience. They must move away from defining their consumers in traditional, broad segments like Gen Z or Gen X, and understand the diverse range of individual needs. -
Magic of Mindset: How Contextual Strikes a Chord with Viewers – Before They Hit “Skip Ad”
Like the tectonic plates that shift beneath our feet, the digital advertising industry is in a state of flux. The landscape as we know it is changing dramatically, driven by a series of dynamic forces that create both opportunities and risks. -
The Future of Data Privacy: It’s Not About the Method, It’s About the Activation.
As the industry waves goodbye to the cookie over the next two years, the conversations have to move beyond vilifying one data collection methodology while championing another and focus more holistically on actionability as well. -
How to Navigate Privacy Regulations to Create Sustainable Data-Driven Marketing Practices
Marketers can lay the foundation for a privacy-safe strategy by assessing their current data practices, minimizing data collection, privatizing information, and clearly communicating with customers. -
Third-Party Cookies and The State of Digital Advertising
Both advertisers and publishers are making efforts to harness first-party data and develop new solutions as well as leverage alternative user targeting methods to help restore trust among sceptical digital consumers. While this intent is commendable, the ecosystem has a long way to go to develop a credible solution for the loss of third-party cookies and MAIDs. -
The Privacy Blindspot: How Publishers Can Protect Against Non-Compliant Cookie Dropping
The entire industry, including publishers, must continue to take positive steps forward on this journey to privacy, compliance, and respect. -
The Recipe For Accurate & Scalable Multichannel Campaign Measurement
The right Identity Graph plays a critical role in ingesting that data and creating those linkages to determine what consumer behaviors the campaign influenced. -
The Misunderstood Role of Ads.txt in the Transparency Puzzle
The time has come for publishers to hold themselves accountable and play their part in bringing transparency to the industry. It starts by understanding that ads.txt is a great tool that should be utilized to its fullest extent.
