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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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. -
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.
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
