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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3 Reasons Why Data Collaboration Is Vital in 2023
Data collaboration, when executed in a way that preserves privacy and enhances customer experiences at scale, will transform business. I can’t wait to see what 2023 has in store. -
5 Red Flags to Be Aware of When Evaluating a Demand Partner
Choosing the right demand partner is important to ensure your business is running smoothly, cash flow keeps coming, and you aren’t being taken advantage of through sneaky clauses or unfair terms. -
How Brands Can Lean on Programmatic Advertising to Provide Certainty in Uncertain Times
In the final quarter of this challenging year, marketers can be reassured that the tools to withstand the additional pressure of delivering both efficiency and performance from media investments are readily available in programmatic media. -
5 Steps To Creating Your Small Business Data Security Plan
Meet regulatory standards, avoid costly penalties, keep your sensitive data well-protected, and know what to do if you suffer a cyberattack. -
How Brands Can Take Hyper-Personalization to the Next Level
In today’s digital-first ecosystem, data is an abundant resource, requiring companies to isolate the data that matters most, converting information into actionable insights. -
Channel Marketers: Here’s How to Maintain Data Integrity + Focus on Accuracy
With privacy-first data practices becoming standard in the industry, marketers are looking for other resources when it comes to gathering potent insights. -
Four Fundamental Shifts in Advertising and Media
In the wake of the pandemic, brands must navigate complex and sensitive issues, from intensifying political polarization to calls for social justice and a looming economic recession. Meanwhile, whether it’s the deprecation of the cookie or the launch of new platforms, technological change is accelerating. -
The Power of Personalization without Prying
Using a few simple generic attributes like time, location, and genre, it’s possible to deliver dynamic and personalized content that aligns with a listener’s interests and immediate circumstances. -
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.
latest posts
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Brands Need to Think Like Broadcasters, Not Advertisers
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Does Your Brand Need Explaining? It Might Be an Intelligent Brand
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The Danger of Over-Polished Ideas: Why Great Creative Needs Room to Breathe
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Paid Search Doesn’t Need More Keywords. It Needs Better Boundaries.
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Retail Media Doesn’t Need More Ad Tech, Featuring Drew Cashmore of Vantage
