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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Apple’s SKAdNetwork vs. Google’s Privacy Sandbox
The ad tech industry has spent the past year closely monitoring and digesting updates around Apple’s SKAdNetwork and Google Chrome’s Privacy Sandbox, knowing that both carry dramatic implications for how our industry will gather consumer data. -
Driving Client Growth in 2021
Here are 5 significant commerce media opportunities that you can try with your clients – all with multiple important benefits. -
Why All Marketing Today Can, and Should Be, Performance Marketing
Performance marketing has always belonged to the lower funnel, to the end of the customer journey, to programmatic and search — or so the thinking goes. -
Scenario Planning: The Gateway to the Future
As consumers emerge from lockdown – some blinking and tentative and others in a mad dash – marketers need to remember it won’t be like it was BC (Before Covid). -
To Fix Data Privacy Issues, the Digital Ad Industry Should Operate Like a Mall
If the ad industry wants to resolve its privacy and data-tracking issues, it should take a cue from retail. -
B2B Marketers Show an Appetite for Continued Digital Growth
With economic conditions and key indicators on the rise, B2B marketers are taking stock of their business to take advantage of what should be a very strong 2021. -
Shopping For Semantics: Unlocking Untapped Inventory In A Cookie-Less World
Brands are increasingly turning to programmatic delivery to bolster their efficiency, but to survive the death of the cookie they’ll need a better grasp of contextual targeting. -
Why Advertisers Should Get Excited About Digital Advertising’s Contextual Future
By now, most of us have begun reckoning with the coming reality. Cookies are indeed going away, identifying customers is undoubtedly getting harder, and companies like Google and Apple are not coming to save us. -
No Consent Doesn’t Mean No Conversion
Marketers and publishers are burning the midnight oil to figure out how to keep their revenue from pancaking as we move into the post-cookie/IDFA reality, especially after Google’s recent unsurprising “bombshell.” -
The Battle for Data is Over. Everyone Wins with Zero-Party Data (ZPD)
Consumer data is the latest battleground for companies to win dominance over their competition. They are clamoring to build honeypots of data that can be leveraged for their own benefit and purposes. -
A Deliberate Oversimplification of Audience Targeting without Cookies
Paradigm shifts are hard. When you’re used to doing something a certain way, realizing that you can do it in a completely different way (and get similar results) is really hard to grasp. -
How Embracing Social Listening Can Optimize the Customer Experience
The events of last year forced many retail companies to reevaluate their messaging, planned social content, and even the diversity of their boardrooms.
