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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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. -
Why First-Party Data is the Key to Customer Identification
When it comes to identity resolution, remember: owning your data means owning your customer relationships—and your future. -
Supply-Side Data Signals – the Heart of Programmatic’s Curation Engine
Much has been written about the benefits of supply-side curation, but overviews of how to curate inventory – and how this represents a step change from historical approaches – have been generalized at best. -
Insight Communities: A Modern Tool for Customer-Centric Strategies
The question isn’t whether you can afford to invest in customer centricity—it’s whether you can afford not to. -
From Signals to Breakthroughs: A Timeline of Digital Advertising Privacy Shifts
Combining old-school approaches to data collection with cutting-edge statistical modelling gives the best of both worlds between detail and scale while creating a data market where people are active participants rather than unwitting — and, often, unwilling — data mules. -
How in-House Advertising Teams Can Make the Most Telco Insights
With any in-house advertising planning models, the platform approach to integrating and utilising data is critical. Key to success will be finding a platform with the coverage required to ensure accurate campaign planning and the cost points needed for the business case to stack up. -
Driving Consistent Data Standards Across Global Enterprises
By addressing the people side of change, organizations can increase the likelihood of successful implementation and achieve their data management goals. -
Optimize for Outcomes, But Only the Ones That Matter
True accountability goes beyond clicks and site traffic. It means aligning with business outcomes that drive long-term growth and brand equity. -
The Advertising Playbook: How to Create a Winning Strategy Using Next-Gen Stats
The successes of today’s biggest brands illustrate how next-gen stats can inform smarter, more effective advertising strategies. The lesson is clear: brands that embrace these insights gain a competitive edge in today’s crowded media landscape.
