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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Paradox No More: Embracing Privacy To Drive Performance
‘Privacy’ used to be synonymous with degraded measurement + performance. Now it can be your competitive advantage. -
From Impressions to Impact: Turning Connections into Conversions
In a marketing landscape that is becoming increasingly overwhelmed by digital noise, face-to-face interactions are standing out as a key to driving real connections and results. -
Bridging the Gap: Performance Marketing Meets Brand Building
This panel discussion will delve into the importance of balancing performance-driven strategies with brand awareness initiatives. -
Media Revolution: Redefining Growth Through Channel Diversification
Scott Kramer, VP of Growth at AS Beauty, and Edward Benedito, VP of Growth Marketing at Upside, join AppLovin’s Meagan Martino to discuss how and why brands and apps alike are expanding their media horizons and exploring new channels such as in-app advertising. -
From Cost Center to Revenue Driver: Elevating Marketing’s Impact
Marketers need to demonstrate their value in this chaotic commerce landscape. -
Brand as ‘Multiplier’ – Why We Need to Rethink Brand vs Performance
This session presents the latest thinking on high-impact advertising, at a time when budgets are under considerable pressure. -
Why iOS is the Big Winner in Google’s Latest Cookie About Face
Google has, perhaps inadvertently, created the opportunity and impetus for marketers to test, validate and now outperform with a new—and improved—combination: iOS + Alternative IDs. -
Turning Data Deluge into Decisive Insights for Marketers
By rethinking data strategies and considering integrated solutions, marketers can turn their current data overload into an insight and action-oriented machine and stop wondering when the payoff will happen, because it will already have happened. -
First-party Data Shouldn’t be a “Trough of Disillusionment”
For companies to overcome the so-called “trough of disillusionment,” they need to identify the solutions and strategies that deliver clarity. They need to embrace AI. Not just as a term but as a use case. -
How to Gauge Attention and Intention in the Privacy Era? It’s Simple: Let Consumers Show You
As privacy regulations tighten and consumers become more aware of how their data is used and misused, adopting privacy-first advertising strategies is not only compliant, it also builds consumer trust. -
Prioritize Privacy, or Cling to a Model Doomed to Disappear
To those in the digital advertising industry, another twist in the tale of the cookie deprecation was not unexpected. But that Google would seemingly renounce its promise to cut off these third-party identifiers all together, was abrupt to say the least. -
3 Data-Paved Paths to Improved Publisher Monetization
To maintain and grow revenue into the future, publishers need a fundamental understanding of today’s addressable advertising solutions and how they’re evolving.
