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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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. -
How Brands Can Transform Their Measurement Framework to Drive Organizational Change
An effective measurement framework will give you the data to continue moving the business forward and serve your customers’ needs. -
What my Friendship with Julia Child Taught Me about First-Person Data
Will we all learn from Julia Child and start asking questions, listening, and responding with care and interest? As Julia proved, it’s a time-tested approach. -
Future-Proofing Publisher Monetization Through Identity and Addressability
Publishers and advertisers alike are gearing up for a new world of addressability where interoperability is the best path forward for all parties. -
Slow Progress Toward Cookieless Targeting Masks Growing Momentum
Industry leaders are collaborating and dedicating significant resources to addressing the pending seismic shift in data collection and its impact on programmatic advertising.
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
