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.
-
How to Link Attention to Brand Performance
By ensuring these five areas are working together in harmony, marketers and advertisers can ensure that they are able to harness the power of attention within their campaigns. -
What Got Us Here Won’t Get Us to the Future. Why the Digital Advertising Industry Should Move Toward an Opt-in Internet
As we move to a world beyond cookies, as an industry we have the opportunity to build a better internet that is based on new levels of trust and understanding, but which preserves the value exchange of relevant advertising for amazing, free content. -
Catching up – a Breakdown of U.S. State Privacy Laws Since 2021
For businesses assessing the programmatic industry, long-term thinking should become standardized, with companies proactively building privacy into their infrastructure and practices. Businesses that wait will fall behind. -
How to Put Marketers in a Better Position for the Retirement of Third-Party Cookies
A Q&A with Chris Hogg, Global Head of Platform Sales at Lotame -
The Value of Contextual Targeting – Q&A with Yieldmo’s Chris Bolte
Now is the time for action. Begin testing different solutions that do not rely on identified users and develop effective strategies that can deliver performance and scale. -
Making Waves: How Coca-Cola Wows Customers Every Christmas by Leaning Into Creativity and Innovation
Coca-Cola has become synonymous with the magic of Christmas and every year they find new ways to delight and engage their audiences. -
Making Waves: How IRI Helps Clients Make Meaningful Connections With Customers With Insights and Analytics
Jennifer Pelino, EVP Global Media, IRI, sits down with Amazon Ads to share how her company is using audience and brand insights to help build meaningful connections between brands and their customers. -
Why the Open Web Is the Yin to Retail Media Networks’ Yang
When advertisers securely share first-party data with the supply-side, retailers and publishers can segment their respective audiences for targeting on their sites. -
Think Targeted Advertising Is Over? Think Again
If advertisers can look beyond the chaos of the current moment to see the opportunity that it presents, they will find new spaces to innovate, grow, and thrive even in the challenging conditions that lie ahead. -
Why Automated Technology Should Have Adaptability Built Into Its Design
The industry’s reliance on data to create relevant campaigns has led to an explosion of automated technologies to process and analyze the available data more efficiently. -
Is Disney’s Developing Tech Stack a Canary in the Google Coalmine?
The historical dominance of the walled gardens doesn’t have to be forever. Industry dynamics in 2022 are uncertain and in flux. -
The Secret to Heightened, Scalable Personalization? Standardization
Thanks to advances in technology, engineering, and — perhaps most importantly — AI and ML capabilities, platforms and brands can individualize interfaces to meet users’ needs.
