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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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. -
Marketing Momentum: Why Consistency Beats Campaigns in 2026
In 2026, the businesses that win aren’t the ones launching the loudest campaigns. They’re the ones showing up consistently. -
Smarter Spend, Stronger Results: Rethinking Efficiency, AI, and What Actually Drives Growth
We get into how AI is speeding up decisions without replacing human judgment, why measurement still isn’t perfect, and how brands can balance short-term performance with long-term growth. -
The New Battleground Is Being Cited, Not Clicked: Brand Authority vs. Domain Authority
AI isn’t rewarding whoever publishes the most content. Instead, it’s rewarding whoever is the most believable and credible. -
The OOH Factor: Why Billboards Are Still Effective in the Digital Age
The most effective marketers don’t see OOH as an awareness medium that needs to be backed up by social, display and digital video, but as a starting point that signals intent and creates a buzz for omnichannel campaigns.
latest posts
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Inside a Student-Run Ad Agency (Spoiler Alert: Its Clients Include Siemens)
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CTV Has an Ad Load Problem. Smart TV Gaming Is the Way Out.
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The Washington Post’s Dylan Wells on Creators, Politics and the Future of Media
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Elizabeth Newton, Founder of eNewton
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A Custom Algorithm Is Only as Good as the Planning Around It
