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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How to Adapt Your Digital Marketing to Market Trends
Adapting your digital marketing strategy to market trends and consumer behaviors is crucial for staying competitive. Thankfully there are many tools at your disposal to not only keep up with trends, but also leverage them to your competitive advantage. -
How Data Collaboration Will Advance Co-Branding
Companies that successfully capitalize on this opportunity will deliver more personalized customer experiences, enhance their reach and scale, understand the effectiveness of their campaigns, and forge new and innovative partnerships. -
From Validation to Innovation: Embracing Continuous Learning in the AI Era
By developing a connected system that stores all their data and facilitates continuous learning, companies can generate more informed and creative ideas, driving innovation and staying ahead of the curve. -
Seize Control of Your First-Party Data Destiny
Generative AI plays a distinct role in leveraging first-party data compared to regular AI by not only analyzing and predicting based on data but also creating new, unique content and experiences tailored to individual users. -
How Publishers Can Unlock the Full Revenue Potential of Political Advertising
Poised to become one of the fastest-growing sectors in advertising, U.S. political ad spending is expected to reach more than $12 billion in 2024. For publishers, that’s too large of an opportunity to miss. -
OUTFRONT and StreetMetrics Up the Ante for Bus Advertising Measurement
Through new attribution studies, the companies prove how effective bus advertising is up and down the funnel. -
Escaping the Sandbox: How Brands Can Independently Achieve Real Ad Results
Yes, it may be scary to try something new, especially with large uncertainties in the world of digital advertising. Will that ever stop, likely not, so advertisers better buckle up, and try to be a first or second mover as it does not cost a lot to prove that you can still reach your goals in the future, a future without cookies and – who knows – with or without the Sandbox. -
Unlocking the Potential of Retail Media: Overcoming Challenges and Embracing Inclusive Commerce
Through collaboration in innovation, connection in planning and standardisation in measurement, as a collective we will continue to provide our shoppers with the most inclusive and efficient path to purchase. -
Modern Media: Harder to Measure, Harder to Activate and Harder to Optimize
By embracing these solutions, we can redefine media strategy and execution standards, ensuring relevance and success in the modern media landscape. -
Choose OOH This Political Season
With today’s voter spending more than 70% of their time away from home and increasingly blocking ads online, political marketers simply cannot afford to skip out on DOOH this election season. -
The Forces Driving Stronger First-Party Data Practices
Establishing a method to connect your best data with identity-based solutions across partners and channels will pay off now and into the future. -
The Time is Now for Cross-Media Measurement
In a time where advertisers have to navigate an increasingly fragmented media landscape, the need for unified cross-media measurement has never been more critical.
