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 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? -
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.
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
