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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Build Value While Honoring Values. Rethinking Data Strategy in the Age of Data Privacy & Protection
It’s easy to see how brands that embrace the new rules of the road will position themselves for success. -
Restoring Consumer Trust Through Closer Advertiser and Publisher Collaboration
First-party publisher data in marketing campaigns will play a major role in building a more responsible web. So advertisers and publishers must combine forces to restore consumer trust within the digital marketing industry. -
Creepy by Any Other Name Is Still Creepy
Because creepy is still creepy by any other name, the cookie is not coming back. But adtech companies, advertisers, and publishers do not need to cry over spilled milk. -
Taking Today’s Technology Brands Through the Awkward Teenage Years and on the Path to Becoming Iconic
When seeking a partner to help navigate the post-cookie world, partners who have relied on cookies in the past are likely to deliver tactics that have been seen before. In contrast, partners who have never relied on cookies will likely provide much more dynamic solutions. -
How Digital Advertisers Can Adapt to Privacy Changes With First-Party Data
These capabilities will enable digital advertisers to continue providing a truly personalised experience for their users. -
How Data Can Inform Better Creative
When fighting for attention has become harder than ever, data is our best ally to supercharge creative thinking. -
Sports Streaming Wars: Why We Need to Talk About Data Transparency
This bigger-picture approach means feeding smart TV data into the wider sphere of rights holders and marketers, to shape a common value currency. -
First-Party Data Can Solve Ad Targeting’s Bias Problem. Here’s Why It Hasn’t.
Saying goodbye to bias in ad targeting isn’t just the right thing to do, it’s also a pretty lucrative business driver for any scaling brand. -
How Independent Apps Can Affordably Scale and Overcome Data Chaos in the Era of Privacy
As the industry learns to adapt to the evolving privacy landscape, app developers need to find new ways to bridge the gap between fragmented and incomplete data. -
The Open Web Won’t Suffer Without Cookie-Style Targeting
A shift to direct sales, proprietary audiences, and contextual targeting will indeed be very challenging for one segment of the open web: low-quality long-tail sites. -
Why Personalization Cuts Straight to Opens and Replies
Using personalization data allows sales professionals to break through all the noise and make a real connection with people on the first try. -
How to Successfully Navigate the Changing Customer Data Landscape
Businesses that free themselves from the reliance on outdated tracking methods and digital modeling will be able to build more valuable customer relationships and weather an unpredictable economy.
