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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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? -
The Power of Premium Music Video in Today’s Ad Ecosystem
Join James Cornish, SVP of International Sales at Vevo and IAB Chairman, Matt Scheckner for a dynamic discussion on the evolving role of music video streaming in today’s advertising ecosystem. -
TV Disruption: New Viewership Patterns, New Tools & Strategies
Is everything you hear about retail media true? Exploring how shifting TV viewership patterns are driving the need for new data-driven analytics and measurement to enhance omnichannel efficiency and maximise returns for both the buy and sell side of the industry. -
From Privacy Sandbox to Global Regulation: the Digital Landscape
With third-party cookies on the verge of extinction and AI-driven search upending audience engagement, the rules of digital advertising are being rewritten in real time. -
Marketing to the New Informed Consumer
Knowing that product discovery is only the first of many on- and offline touchpoints before purchase gives marketers the opportunity to meet consumers where they are, provide the right information at the right time, and ultimately drive higher conversions. -
Why Expertise Matters in Qualitative Research for Media Buying and Planning
The media industry is constantly evolving, with new technologies, platforms, and regulations reshaping how advertisers and publishers operate. As these changes unfold, the importance of well-executed research grounded in industry expertise will only grow. -
First-Party First: The Future of Advertising Belongs to Brands Who Maximize Their Signals
A privacy-centric world isn’t coming—it’s already here. And in this new, more complex reality, brands can’t rely on yesterday’s playbook. -
4 Marketing Tips to Build Relationships, Community, and Connection
It’s time to stop chasing fleeting attention and start building communities that thrive. The rewards? Loyalty, advocacy, and the kind of trust that turns customers into lifelong allies. -
The Resilient Entrepreneur: Adapting and Innovating with Technology and Customer-Focused Marketing
If you’re a small business owner yourself, the message is simple: Stay adaptable, keep innovating, and never stop connecting with your customers.
