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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Demographics Are Dead: The Secret Weapon Marketers Aren’t Using Enough
The wave of innovation currently reshaping emotional response measurement replaces such crude techniques with highly sophisticated technologies and processes that enable emotion to enrich demographic data and provide a fuller understanding of how people react to creative output. -
No More Dirty Data: How to Avoid Marketing Horror Stories
As AI continues to evolve, the importance of clean, ethical, and well-managed data will only grow. The time to act is now—because if your data is dirty, your strategy is already broken. -
Proactive Media Buying Is the Only Way to Achieve Brand Safety
Approaches to brand-safe media buying need to be employed strategically across an advertiser’s plan – not just as point solutions for specific campaigns. -
How Brands Can Prevail in the Search for Omnichannel Success
Search offers a far less tactical, far more meaningful way to connect with consumers than it once did when the world seemed simple and Google’s algorithm was the main factor to navigate. -
The Era of Curation: Key Insights for LATAM Marketers in 2025
As the industry continues to navigate challenges like privacy regulations, identity shifts, and brand safety concerns, curation offers a path to greater ROI. Done right, it transforms ad buying from a fragmented process into a seamless, results-oriented strategy, ensuring that every dollar spent delivers maximum impact. -
Rethinking Incrementality: Why the Future of Marketing Measurement Can’t Depend on Going Dark
We must stop treating historical measurement as the endgame. True marketing effectiveness comes from the ability to simulate future outcomes, forecast returns, and guide strategy dynamically. -
The YouTube Formula – How to Crack YouTube Ads, Prove It and Scale It
Ice Heggedal, marketing acquisition team lead at Usercentrics, began her presentation with the story of how she went from just being a performance marketeer, to becoming a privacy-led marketeer. -
Metrics That Matter: Decoding the New Age of Media Strategies
This insightful conversation will cover a range of critical topics -
Getting to the Point: Faster Insights Now for Better Outcomes Later
What are insights for, again? -
Why an Ad Tech CEO thinks Sell-Side Decisioning is Changing Digital Advertising
The sell side is driving innovation that brings intelligence and decisioning closer to the ad impression, creating new efficiencies and unlocking greater value. This shift doesn’t diminish buy-side influence; it strengthens it. By leveraging AI-driven decisioning, enhanced transparency, and richer data, marketers gain more control over how and where they invest, ensuring a future-proof approach, all while delivering more revenue to working media. -
Rethink what’s possible: What the next generation of Search means for marketing
New ways to Search. New ways to engage. Join Google to discover the new consumer behaviours that signal a new generation of marketing, and hear first-hand how Dell are leveraging AI-powered Search to reach their audience. -
We Turned Creative Into Thousands Of Data Points – And Never Looked Back
What if every creative choice was a data point waiting to be understood?
latest posts
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Brands Need to Think Like Broadcasters, Not Advertisers
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Does Your Brand Need Explaining? It Might Be an Intelligent Brand
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The Danger of Over-Polished Ideas: Why Great Creative Needs Room to Breathe
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Paid Search Doesn’t Need More Keywords. It Needs Better Boundaries.
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Retail Media Doesn’t Need More Ad Tech, Featuring Drew Cashmore of Vantage
