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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Cross-Platform Reality: Tracking Audiences in a Fragmented World
In today’s media landscape, audiences are everywhere — streaming, mobile, social, and linear. -
Beyond the Payout: How Risk Management Drives Fan Engagement and ROI
Big promotions come with big potential… and big questions. -
From Query to Cart: How Search is Moving Audiences from Discovery to Action
Search today is more important—and more dynamic—than ever before. -
How to Perform in the Performance Era with Brand
Marketers and brand leaders know the industry has become addicted to short-term performance metrics like Last Click and ROAS — but those numbers rarely capture the full story. In this session, Mike Menkes, Group SVP at Analytic Partners, will share ROI Genome® insights that reveal why the most successful brands are rebalancing toward strategies that connect brand in order to drive performance. -
From Full Funnel to Full Focus: A New Era of Performance Advertising
Full-funnel marketing has been a staple of advertising strategies for years, but industry trends are sparking a new way of thinking about the old model. -
ID for Every Ad: Why Universal Ad Tracking is the Industry’s Next Imperative
Advertising is leaking money, about $27 billion a year thanks to fraud, duplication, and a messy, fragmented digital ecosystem. -
The Future of Advertising: Precision Marketing Powered by Transactional Data
The era of marketing guesswork is over. -
Turning Up the Volume: How to Supercharge Omnichannel Reach
Join Bayer, Spotify, and The Trade Desk as they explore how brands can integrate programmatic audio into the omnichannel mix —reaching new audiences, unifying messaging, and proving performance. -
Introducing the AdTech MAP for Verification, Optimization, and Proven Outcomes
In an age of fragmented platforms and lack of unified transparency, marketers are facing a crisis of confidence. -
Premium & Precision: The Evolution of Addressable Advertising Through Quality Content
Join Spectrum Reach and Amazon Ads as they showcase how their ground breaking partnership is revolutionizing addressable advertising through premium, brand-safe content. -
Beyond the Billboard: Why Digital Out-of-Home Is Ready for the Full Funnel
Digital Out-of-Home (DOOH) is no longer just a top-of-funnel awareness play, but has evolved into a full-funnel powerhouse. From immersive brand storytelling to measurable performance outcomes, DOOH is redefining how and where marketers engage audiences. -
Data, Services & Media Drive Data Collaboration Success with Adobe PMG & Further
With Adobe Real-Time CDP Collaboration, Further, PMG, and Alli Marketplace working together, customers can unlock their full data value, operationalize collaboration across their organizations, and activate campaigns that drive measurable business impact.
