MODERN MARKETING + 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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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. -
Precision at Scale—How Geospatial Intelligence Is Reshaping Media Strategy
Join industry experts from Esri, Quad, Ampersand, and Balcom Agency to discover how advertising and analytics teams are transforming campaign planning with geospatial technology. -
Lift and Mix: What Happens When Sales Lift Meets Market Mix?
Walk away with practical tips for weaving publisher-level insights into your own MMM strategy and learn how greater transparency in measurement can build stronger brand-publisher relationships that lead to real, quicker, measurable impact. -
Transacting with Purpose & Clarity in an Increasingly Fragmented Ecosystem
As viewers continue to engage with content through an ever-increasing array of platforms and technologies, effectively measuring and understanding where viewers are and how to reach them have never been more important. -
From Signal to Action: Human Intelligence That Moves Brands Forward
AI has redefined how marketers collect and analyze data, yet many still struggle to turn it into action. -
Beyond the App: Powering Full-Funnel Commerce Media
The way people discover and shop has fundamentally changed and fragmented across social feeds… -
Brand Experiences at Scale Are The Ultimate ROI
The advertising landscape is being reshaped by a simple truth: every interaction is a brand experience. -
Outlasting the Last Click: Why Attribution and Incrementality Must Work Hand in Hand
Attribution on its own offers convenience. Incrementality on its own offers clarity. But in tandem, they create a feedback loop that’s both fast and grounded in reality. -
Identity is Infrastructure Now: In the Age of Walled Gardens, It’s More Than Just a Hedge
The market is moving toward systems that are more integrated, more intelligent, and more dependent on clean, connected data.
latest posts
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Inside a Student-Run Ad Agency (Spoiler Alert: Its Clients Include Siemens)
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CTV Has an Ad Load Problem. Smart TV Gaming Is the Way Out.
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The Washington Post’s Dylan Wells on Creators, Politics and the Future of Media
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Elizabeth Newton, Founder of enewton
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A Custom Algorithm Is Only as Good as the Planning Around It
