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 Data Privacy: It’s Not About the Method, It’s About the Activation.
As the industry waves goodbye to the cookie over the next two years, the conversations have to move beyond vilifying one data collection methodology while championing another and focus more holistically on actionability as well. -
How to Navigate Privacy Regulations to Create Sustainable Data-Driven Marketing Practices
Marketers can lay the foundation for a privacy-safe strategy by assessing their current data practices, minimizing data collection, privatizing information, and clearly communicating with customers. -
Third-Party Cookies and The State of Digital Advertising
Both advertisers and publishers are making efforts to harness first-party data and develop new solutions as well as leverage alternative user targeting methods to help restore trust among sceptical digital consumers. While this intent is commendable, the ecosystem has a long way to go to develop a credible solution for the loss of third-party cookies and MAIDs. -
The Privacy Blindspot: How Publishers Can Protect Against Non-Compliant Cookie Dropping
The entire industry, including publishers, must continue to take positive steps forward on this journey to privacy, compliance, and respect. -
The Recipe For Accurate & Scalable Multichannel Campaign Measurement
The right Identity Graph plays a critical role in ingesting that data and creating those linkages to determine what consumer behaviors the campaign influenced. -
The Misunderstood Role of Ads.txt in the Transparency Puzzle
The time has come for publishers to hold themselves accountable and play their part in bringing transparency to the industry. It starts by understanding that ads.txt is a great tool that should be utilized to its fullest extent. -
An Uptick in Consumer Adoption and Services Boosts AVOD Opportunity
Ultimately, as AVOD’s value and affordability inspire European households to switch to ad-supported content, brands are presented with a golden opportunity to reach addressable audiences at scale. -
Taking a Holistic Approach to Reaching Fragmented TV Audiences
Those who participate in a balanced collaborative ecosystem will be able to grow addressability across video and TV environments, create new and high-value first-party audiences, and overcome historic silos between linear, digital video, and CTV to measure and value holistically and at pace with modern viewing habits for the first time. -
Don’t Target by Demographics – Why Mindsets are a More Meaningful Way to Connect
5 recommendations as to how marketing and communication teams could adapt their approaches to connect and influence at a ‘mindset’ level, rather than pinning ads or strategies on a generation or an outdated demographic. -
The 4 S’s: Identifying Datasets Marketers Can Use for Brand Measurement
CMOs are analyzing an array of datasets to answer questions about their brand – and they want those answers today. -
From CRM to CEM: How and Why to Take the Leap
While it’s tempting to look at sales as the final story, customer engagement means playing the long game—investing in LTV, the lifetime purchasing value of a relationship. -
When the Cookie Crumbles – A Combined Solution for the Cookieless Future
The changes taking place in the digital marketing industry cannot be overstated – we are entering an entirely new era of advertising that will demand unique approaches from brands and marketers.
