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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As Cookieless Audiences Grow, Here’s Why Alternative IDs Matter Heading Into 2025
Advertisers face an uncertain cookieless future in 2025, but they are galvanized more than ever to identify a better path forward. -
Data-Driven Creativity in Marketing
By grounding our creative processes in data while nurturing human insight, we create campaigns that are not only effective but also unforgettable. -
The New Value Exchange Depends on Data Collaboration
Companies that embrace privacy-forward data collaboration will gain a competitive edge, while consumers will be more inclined to share data with brands they trust. -
The End of Cookies Is the End of Understanding
Shopping, browsing, learning and playing online doesn’t have to feel like you’re being taken advantage of by cookies. Instead, every experience should feel like it knows you and understands how best to serve you. -
Forget Cookies: Why Guess When Consumers Will Tell You Exactly What They Want?
With new tools and platforms, collecting and leveraging zero-party data has never been easier—or more impactful. It’s time to embrace this new era of marketing, where your customers tell you exactly what they want, and you deliver with precision and authenticity. -
Why Data Collaboration Will Spell Marketing Success This Festive Shopping Season
For those looking to maximise opportunities during this retail Golden Quarter, it’s important to strategically enhance the business’s ability to engage in data collaboration. This will allow them to fully access customer insights available within privacy-focused clean rooms and across the full variety of channels and data environments. Securing long-term and effective outreach to high-value audiences in the run-up to Christmas and beyond. -
Adapting to Life Without Oracle
As Oracle exits the advertising business, the industry is confronting a significant shift. Oracle’s suite of tools—built through a series of key acquisitions such as Crosswise, BlueKai, Datalogix, and Grapeshot—has been foundational for many marketers, data providers, and platforms. With Oracle’s departure, these stakeholders are now facing the challenge of finding reliable alternatives to maintain their data-driven strategies. -
How Data Visualizations Create a Clearer View of The Global Datasphere and Help Brands Succeed
We are all hoping to see even more interesting data visualizations for the 2028 Los Angeles Olympics. Until then we will put data visualizations to great work uncovering opportunities to improve and grow our own organizations. -
Uncovering the Secret: Strategic Data Collaboration for Advertising Success
Whether you’re a brand looking to maximize your media investments or an agency guiding clients through this new frontier, join us to learn how the future is being shaped by the fusion of integrated data strategies and modern collaboration technology. -
Rethinking Growth: How Brands Can Scale Mobile Success Beyond the Usual Playbook
Programmatic in-app ecosystem is messy…but is a big opportunity. -
The Future of Programmatic
Programmatic’s Future Across Channels – As programmatic expands beyond display ads to include CTV, audio, and more, cross-channel strategies and unified measurement will be key to its future success. -
Unlocking Business Growth: Mastering Brand Love and Performance Advertising
We’re not just talking theory. We’re sharing the latest techniques and key examples on how to dazzle your audience with tactical brilliance.
