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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How To Use Core Web Vitals Tools, Before Summer’s Rollout
Google’s Core Web Vitals will soon be used to rank a site’s SEO. The rollout is due this summer, so it’s currently high up on many publishers’ agendas. -
The Cookie Isn’t Going Anywhere—Ever. Nor Should It.
Although it might be hard to remember a time when “Googling” wasn’t a ubiquitously used verb, it’s worth reminding ourselves that the company is only 22 years old. -
The Creative Impact Of CTV In A Privacy-First World
While this has been going on, connected TV (CTV) – which is free from third-party cookies – has seen its viewing figures increase in a massive way, growing by four billion hours per week in early 2020. -
4 Tips for Accurately Measuring Your Multichannel Marketing Campaign
It’s difficult for today’s marketers to measure what’s actually causing customers to engage and/or buy. Fortunately, one tool can help marketers accurately calculate conversions across channels. It’s called an identity graph. -
Solving for the Browser Imbalance
Considering that Safari is the most popular mobile browser in the US, there is a lot of missed opportunities for monetization. Publishers are now fighting with one hand behind their backs. -
Why Prediction-Based Advertising Is The Future Of Digital
From the rise of cohorts to advances in contextual solutions, user-level targeting will shift towards a one-to-many approach – and this is where the real change will take place. -
To Capitalize on CTV’s Big Moment, the Industry Must Maintain Trust as Its North Star
To realize its true potential in this time of growth, CTV must glean lessons from the journeys of other digital channels as we head into a privacy-first future. -
France Paves The Way For More Action Against Google’s Unfair Practices
Recently, France ruled that Google’s advertising practices created unfair advantages by favoring its own ad server and ad exchanges over third parties. -
Loyalty Programs Are the Key to the Cookieless Kingdom
Welcome to your journey towards a cookieless world. Those third-party cookies that marketers love so much — and that consumers are so annoyed by — are fading fast. -
TV Measurement and Addressability: Q&A with TVSquared’s Bob Ivins
Moving forward, it will be important to approach TV measurement and addressability in the same way as digital, giving advertisers the cross-platform insights they need to increase the efficiency of their TV ad campaigns. -
How Contextual Approaches Can Help Marketers Solve Privacy Policy Curveballs
While brands knew Apple’s privacy forward approach was coming, the world is just now seeing the real impact of this ATT update, which is giving consumers more access and power when it comes to what information is shared with advertisers. -
Why Throwing Off SEO’s Shackles Is The Key To Better Content Creation
A swan gliding serenely on the water’s surface yet paddling frantically against the depths below is a favourite analogy of marketers when describing their day-to-day role.
