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 Future of Digital Advertising: No-Code Creation, Smart Automation, and Deeper Analytics by 2026
Playable ads will enrich the user experience, spurred on by no-code tools that incorporate more marketing expertise into the creation process. Automated media buying and targeting will expedite decision-making and redefine media roles. -
The Next Wave of Privacy Risk Is Already Here: In-App and CTV
The question is not whether privacy controls will drift in a dynamic, AI-accelerated environment. They will. -
CTV’s Measurement Problem Isn’t Data — It’s Usability
The next wave of innovation in CTV won’t come from more data. It will come from making the data simple enough for everyone to use. -
Messaging that Moves: Using Data and Cognitive Science to Inspire Civic Action
This fusion of data, cognitive science, and personalization gives political campaigns the power to transform passive audiences into active participants. -
Taking Identity Back Home: Why CTV Needs IP-Based Identity
As marketers shift more budget into connected TV (CTV), identity continues to be the biggest success hurdle for the channel. -
Q&A with Andy Marrs, Global Client Partner, Vidmob
As pressure mounts for marketers to prove what truly moves the needle, a new frontier is emerging inside Marketing Mix Models: creative effectiveness. -
Rethinking Marketing Effectiveness: Multi-Modal Measurement Turns Marketers Into Detectives
The year 2025 has brought back onto the agenda the legacy systems of measurement and decreasing usefulness under the weight of accelerating signal loss. -
Marketing Leaders Don’t Believe They Can Attribute ROI to Their Tech Stack. They’re Wrong.
A well-designed martech stack leads to better personalization, drives more sales at velocity, and gives clear oversight into the specific actions that move the business. -
The Real Battle for Marketing ROI Will Be Won in Incrementality, Not Attribution
Attribution can tell a story. Incrementality tells the truth. And in a world defined by shrinking signals and rising expectations, the truth is what will win the battle for ROI. -
Why Q1 Is the Perfect Time to Experiment (and Fail)
The brands that learn fastest from their failures will be the ones leading the pack by year-end. Start building that capability now, while you have the space to get it right. -
It’s No Longer About a Cookieless Future — It’s an ID-Less Present
This time, the new year is less about what will happen with cookies and more about what happens right now -
The 2026 Ad Tax Rebellion: First-Party Fees Get Thrown Overboard
Brands are voting with their feet. CPM fees on first-party data are on their way out. And once they’re gone, they’ll be gone forever.
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
