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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Exploring the Concept of DIY Data and the Future of Data as a Service
Customer behaviors and attitudes are always shifting, and the businesses that are best positioned to understand, reach, and market toward those shifts are the ones that will succeed in scaling revenue. -
Why Post-Cookie Targeting Solutions Can Not Retread Old Ideas
The advertising technology industry has spent most of the past 18 months developing plans and products to fill the white space in targeting that will be exposed when Google finally stops supporting third-party cookies in its Chrome browser. -
Targeted Advertising Testing, What Does It Actually Look Like?
As Google prepares to move forward with testing FLoC – a.k.a. phase two – the digital industry is encouraging brands to use this time for exploring, testing, and evaluating all the alternative tracking solutions. -
Push Notifications Help Publishers Deliver the Snackable Content that Drives Reader Engagement
There’s been a tremendous amount of upheaval in the ad industry recently. -
What’s Next for Connected TV Measurement
It shouldn’t come as a surprise then to see that 60% of marketers are shifting ad spend from linear to streaming TV platforms. -
The New Era of Data-Driven Creative
It seems obvious that performance marketing and creative teams should work together but most agencies and brands have created silos within marketing to decentralize their operations between creative, media buying and performance marketing. -
Trust and Verify: How to Be Sure Your Data Partnerships Are Truly Safe
Data partnerships – they’re incredibly powerful. But do you know if your data partner takes security as seriously as you do? -
How to Choose a Data Provider
We bring on a new data provider at least every quarter, if not every month. Along the way, we’ve learned some lessons about how to bring on new data partners. -
Google Proves that Travel Marketers Need a New Targeting Strategy
Data independence means that a marketer’s ability to reach their target audience is not solely reliant on the whims of tech giants, but rather their own data collection and management. -
How To Use Core Web Vitals Tools, Before Summer’s Rollout
Google’s Core Web Vitals will soon be used to rank a site’s SEO. The rollout is due this summer, so it’s currently high up on many publishers’ agendas. -
The Cookie Isn’t Going Anywhere—Ever. Nor Should It.
Although it might be hard to remember a time when “Googling” wasn’t a ubiquitously used verb, it’s worth reminding ourselves that the company is only 22 years old. -
The Creative Impact Of CTV In A Privacy-First World
While this has been going on, connected TV (CTV) – which is free from third-party cookies – has seen its viewing figures increase in a massive way, growing by four billion hours per week in early 2020.
latest posts
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There Is No Such Thing as Creative Wearout
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Neala Brown, Global Head of Data, Measurement & Insights at Teads
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Oft-Neglected, Local Targeting Represents the Future of Advertising
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Rose Baki, Senior Partner and Head of Strategy at Lippincott
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The Fragmentation Problem Marketers Are Still Pretending They Can Buy Their Way Out Of
