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 Marketers Can Mitigate Privacy Risk as Data Collaboration Takes Hold
As data collaboration becomes increasingly pivotal for business success, companies must stay aware of the nuances necessary to keep private data useful and useful data private. -
Programmatic Remains ABM’s Next Frontier
There is no better time for a change like this to come along at the DSP level. With many B2B companies trying to do more with less right now, anything that adds efficiency and potentially boosts performance is welcome. -
Cross-Channel Measurement Data Often Falls Short on Capturing Diverse Audiences and CTV Viewers. Here’s What Needs to Change
Americans are craving content that is reflective of all diversities, and not just the historical majority. Accurate measurement that captures diverse audiences is paramount to engaging and reaching these audiences and will be critical for brands’ success. -
Why Marketers Should Be Using Attention to Drive Better Brand Performance
Attention metrics are well on their way to transforming the way the digital advertising industry not only delivers campaigns, but the way outcomes are measured and judged. -
The Time to Set a Standard for Attention is Now
While viewability is a measure of an opportunity for an ad to be seen, attention measures whether the consumer saw, liked or engaged with the ad. -
Introducing the Protected Audience API: Personalization in a Privacy-Conscious World
As the world of digital advertising enters the next era, personalization will continue to play a huge role in achieving great marketing results. -
Maximizing Your Marketing to Draw, Capture and Activate Attention
With so much saturation, consumers easily become blind to advertising and it’s harder for the brand’s message to have any meaningful impact. -
Get On Board with GA4 Now: Marketers Must Act Swiftly to Uncover Data Insights for Informed Decisions
With an overhauled meaning of the language, what the data marketers are expecting to see will be vastly different. This is one of the major sticking points for those transitioning to GA4. -
Purifying Your Data: How to Drive Value Across Marketing Campaigns
The volumes of media data that marketers deal with will only continue increasing. This means maintaining a unified source of clean media data has to be an ongoing task. -
Publishers Need an Opt-Out Strategy in 2023
In confronting the realities of data loss from changing regulations and standard industry practices, publishers need to look beyond quick fixes and to think long-term. -
Data-Driven Tips for Connecting with 2 Key Back-to-School Shopper Personas
Better targeting, engaging and converting of back-to-school shoppers requires unparalleled activation data. -
WTF Is a Digital Twin of a Customer?
Marketers were once able to rely on third-party cookies and other identifiers but, as these fade away and privacy regulation grows, they need to consider ways to continue delivering relevant advertising while ensuring they keep customer data safe.
