Tag: Modern Marketing + Measurement

Media measurement as a field is experiencing massive disruption right now. From its outset, it never gave a holistic audience understanding.

Get comfortable with “walled garden world” scenarios and prioritize investments in media, technology and data capabilities accordingly.

Maximizing creativity, with the power of data and purpose, is where brands can differentiate themselves from their competitors

App marketers should be smarter with spending and reinforce the foundations of their strategies with an understanding of their user personas.

How clean is your data? It’s an important question, but one that doesn’t often get addressed — at least not at the frequency necessary.

Most brands aren’t of this other part of identity resolution, which relies on matching logic and an identity graph to connect data.

All these considerations—capability, technology, and culture, really need to be assessed by marketers before any partnership proceeds.

Online retail, with its vast first-party data, provides an ideal environment for brands looking to target customers in a relevant context.

AWS is in a prime position to dominate the clean rooms market through sheer force of their existing cloud services market share.

Look beyond superficial data and dig into app usage, which can help paint a clear picture of where people are spending their time

As our industry fights through to the other side of the cookie era, one thing is clear: Replacing the cookie will not be easy.

We asked industry experts to share their thoughts on the latest findings.

With collaborative insights made possible through data collaboration and clean rooms, marketers will be well on their way to accelerating business transformation in 2023 and beyond.

With the clear value search data can demonstrate, brands that place it front and centre will gain a clear view not only of a moment in time, but also – crucially – of predicted consumer behaviour in 2023 and beyond.

The cinema advertising transformation is very much still underway. As they say in the ‘biz, the camera is still rolling.

Understanding household composition, from occupant life-stage to individual habits and preferences, is the new battleground for data integration and interpretation.

Zero-party data is here, and it’s here to stay. Undoubtedly, consumer data privacy must take precedence and brands’ strategies are yet to be fully defined. But joining the “zero-party party” is now a vital part of customer engagement strategy success.