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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Making the Right Moment More Valuable
In this episode of Modern Marketing and Measurement, I’m joined by Brad Quinn, SVP, Strategy & Growth at KERV.ai, to talk about a part of marketing that’s been hiding in plain sight—context. -
Media Isn’t Fragmenting the Way We Think. And That Changes Everything
In a world where everything is optimized, automated, and increasingly controlled, the advantage doesn’t go to the brands with the best tools. -
We Got Really Good at Showing People Ads They Don’t Watch
The industry has done something genuinely impressive within media innovation. -
From Attribution to Intention: Asking Better Questions to Drive Real Growth
In this episode of Modern Marketing and Measurement, I’m joined by Laura Forester, Head of U.S. Brand Strategy at Gravity Global, for a conversation that brings marketing back to what actually matters—people. -
The $1 Trillion Compliance Tax — and the Companies That Aren’t Paying It
The brands still treating privacy and performance as a trade-off aren’t just leaving money on the table. -
From Planning to Performance: Why Data Connection Matters
By Karim Rayes, Chief Product Officer, Nexxen Brands and advertisers have spent the past several years investing heavily in first-party data, and for good reason – privacy regulation, signal loss […] -
Why Agencies Need a Neutral Measurement Backbone in an Era of Consolidation
By Elissa Brown, North America E-Commerce Industry Lead As agency holding companies fuse and expand their control over campaign planning, activation, data, and measurement, brands are asked to trust a […] -
Why Your Ads Are Not Getting Noticed
By Tomas Forsbäck, CEO and Founder, Readpeak In November 2025, the Interactive Advertising Bureau and the Media Rating Council published the first standardized framework for measuring attention in digital advertising. […] -
From Clicks to Decisions: Marketing in an AI-Mediated World
On this episode we sit down with Natasha Wallace Chief Solutions Officer & Managing director at Jellyfish to talk about what happens when AI starts to “mediate parts of the journey” and reshape how decisions get made. -
Data Is What Matters – so, Why Does Anyone Use Syndicated Segments?
By Paul Sobel, CEO, Dataline The April 20 edition of Marketecture is perfect. It’s the Data, Stupid! is beyond reproach, especially since it was authored by a guy who admits […] -
Social Video Is a Microcosm for the Fragmented Media Mix
By Megan Gall, VP of Strategy, Innovid There was a time when digital strategy meant mastering two or three platforms. Google, Meta, and, later, Amazon defined the rules of engagement—each […] -
In an Automated World, Calibration Is Still a Human Job
When the data is clean, wastage drops, performance improves, and user experience is better.
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Brands Need to Think Like Broadcasters, Not Advertisers
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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
