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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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. -
To Beat Threats from Big Tech, Publishers Need to Act Like Retailers
Instead of navigating to specific apps, websites and search results, people will simply pull up videos, articles or even audio when they want it. -
The Rise of Telco-Verified IDs in Boosting Publisher Revenue
Those who act swiftly to integrate this technology will find themselves well-positioned to capitalise on the benefits and put in place a strong foundation for sustainable growth. -
The Link Between Accuracy in Advertising and Business Resilience
Precision in advertising lays the foundation for lasting business success by enhancing customer engagement and sharpening financial planning. -
Why Data Integrity Matters: Lessons for the Advertising Industry
The intersection of advertising and market research offers a roadmap for both industries to combat fraud and improve data quality.
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
