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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The Future of Ad Effectiveness in a Post-Nielsen World
Emerging Social Commerce Channels Requires Innovative Measurement Tools By Jeff Bander, Head of U.S., Eye Square For nearly seven decades, the concept of measuring advertising effectiveness has been synonymous with […] -
In the “Cookie Apocalypse” Context Matters – Now More Than Ever
Technology can help us truly understand the context of a digital environment and pair that with dynamic and engaging ad creative in real time. And when you get that right, consumer attention naturally follows. -
Don’t Fear The Backlash: We’ve Only Seen The Shift to Streaming TV’s First Wave
The future of television is before us. It will be connected, measured, targeted and engaged in entirely different ways than we have seen in the past half century. -
3 Major Barriers Brands Face in Leveraging Real-Time Analytics with Third-Party Vendors
Recent research suggests 76% of customers want brands to do more to control personal data. In a world of instant personalization and constant multichannel interaction, brands need to analyze and react to this data in real-time. -
Steps Publishers Must Take to Survive in the Cookieless Era
For publishers, 2022 may be the last year of easy access to scalable audience data. -
The Digital Transformation in Local-Market Advertising
While it may seem at first glance that the advantages of advanced marketing technology reside out of reach for smaller, less sophisticated advertisers, the fact is that the greatest benefits of modern marketing technology are most readily beneficial to the most modest businesses. -
Identity Resolution: The Multibillion Dollar Industry
Frequent guest of the podcast, Claritas’ own CTO, Al Gadbut, joins us for the first in our newly shortened 20-minute episodes, Identity Resolution: The Multibillion Dollar Industry. -
The Data Divide of a First-Party Future
Now is the time for businesses to go the extra mile to show consumers that they are invested in creating reciprocal value, something that not many audiences are convinced of. -
A Reality Check for the Post-Cookie World
Ultimately, replacing third-party cookies is about the industry working together to help brands connect with people in a responsible and privacy-compliant way. -
What Marketers Can Learn About CTV for the Midterm Elections — and Their Own Campaigns
Taking a dedicated, strategic approach to this key medium can help to develop better ads for candidates and deliver more relevant ads to viewers. -
The Era of Broad Target Segmentation Is Over
As the nation continues to diversify, brands must broaden their ideas of a target audience. They must move away from defining their consumers in traditional, broad segments like Gen Z or Gen X, and understand the diverse range of individual needs. -
Magic of Mindset: How Contextual Strikes a Chord with Viewers – Before They Hit “Skip Ad”
Like the tectonic plates that shift beneath our feet, the digital advertising industry is in a state of flux. The landscape as we know it is changing dramatically, driven by a series of dynamic forces that create both opportunities and risks.
