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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Why Prediction-Based Advertising Is The Future Of Digital
From the rise of cohorts to advances in contextual solutions, user-level targeting will shift towards a one-to-many approach – and this is where the real change will take place. -
To Capitalize on CTV’s Big Moment, the Industry Must Maintain Trust as Its North Star
To realize its true potential in this time of growth, CTV must glean lessons from the journeys of other digital channels as we head into a privacy-first future. -
France Paves The Way For More Action Against Google’s Unfair Practices
Recently, France ruled that Google’s advertising practices created unfair advantages by favoring its own ad server and ad exchanges over third parties. -
Loyalty Programs Are the Key to the Cookieless Kingdom
Welcome to your journey towards a cookieless world. Those third-party cookies that marketers love so much — and that consumers are so annoyed by — are fading fast. -
TV Measurement and Addressability: Q&A with TVSquared’s Bob Ivins
Moving forward, it will be important to approach TV measurement and addressability in the same way as digital, giving advertisers the cross-platform insights they need to increase the efficiency of their TV ad campaigns. -
How Contextual Approaches Can Help Marketers Solve Privacy Policy Curveballs
While brands knew Apple’s privacy forward approach was coming, the world is just now seeing the real impact of this ATT update, which is giving consumers more access and power when it comes to what information is shared with advertisers. -
Why Throwing Off SEO’s Shackles Is The Key To Better Content Creation
A swan gliding serenely on the water’s surface yet paddling frantically against the depths below is a favourite analogy of marketers when describing their day-to-day role. -
No Longer a Future State: The Union of Brand and Performance Has Arrived
Like most runners, long runs are where I do most of my thinking. It’s a rare gift of white space in our always-on world. It’s time to stop thinking about brand and performance separately. -
How to Calculate the Real Benefits of ROI
There’s a healthy number of ROI opportunities within the payment automation sphere, and it’s relatively easy to estimate for any given organization by doing a payment analysis. -
Dive Deeper Into Digital And Offline Experiences With Decisioning
Delivering the best customer experience, both online and off, is vitally important for driving business, but the environment is changing quickly. -
Marketing’s New Frontier: Finding The First-Party Data Advantage
With the future of identifiers cloudier than ever before, the new competitive edge for marketers lies in uncovering unique data sets. -
How To Make The Most Of Digital Trends In The Last Half Of 2021
The first half of 2021, much like most of 2020, has been full of changes for the Ad and MarTech industries. The second half of 2021 is poised to deliver another onslaught of changes for marketers.
