Tag: Modern Marketing + Measurement

By Spencer Potts, CEO, Precise Programmatic was built for speed. Agentic buying will be built for speed squared. The discipline the industry owes its clients is the one we have skipped for twenty years: understanding every decision in the chain, one at a time. Every market eventually builds a scoreboard. Finance has audits, manufacturing has quality control, commerce has accounting. Sports…

The future of AI may look like magic to the end user. Behind the scenes, however, it will be powered by something far more practical.

Whether that future becomes reality may depend less on the technology itself and more on the choices the industry makes along the way.

Research exists to help companies understand how real people behave, not to produce cleaner-looking outputs.

With full data integration, marketing leaders can also get more value from their martech stack’s real-time monitoring and learning capabilities.

In a world where everything is optimized, automated, and increasingly controlled, the advantage doesn’t go to the brands with the best tools.

The industry has done something genuinely impressive within media innovation.

The brands still treating privacy and performance as a trade-off aren’t just leaving money on the table.

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 and media fragmentation have made direct customer relationships more valuable than ever. But treating first-party data as a complete strategy can, in some cases, be a half-baked approach –lacking the…

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 more centralized model of accountability, where planning, execution, and measurement are increasingly integrated under one roof. A tension emerges: the more a single company handles reporting and messaging, the harder…

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. The guidelines established that viewability, the metric most advertisers have used for years to confirm their ads were working, measures only whether an ad appeared on screen. It says nothing…

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 that the DSP he started, ran and sold for millions had no unique inventory. I accept Ari’s three key premises: 1:         Unique data is the only real way to compete;…

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 a walled garden, but at least a familiar one. That era is over. Today’s environment is both more fragmented and more demanding. Social spans a diverse mix of TikTok, Pinterest,…

When the data is clean, wastage drops, performance improves, and user experience is better.