Tag: Modern Marketing + Measurement

The new agency advantage is not simply having access to more data. It is knowing when and how to use data to elevate campaigns and outcomes.

Consumers already have more information than they know what to do with, so adding another marketing message rarely solves the problem.

The brands that will win AI visibility aren’t necessarily the loudest or the most prolific content publishers.

Companies spend the vast majority of their marketing resources pursuing consumers who are already shopping while largely ignoring the audience that will determine their growth six months, twelve months, or three years from now.

The organizations creating the most value today are not the ones producing the most reports.

By Bradley Keefer, Chief Revenue Officer, Keen Decision Systems The frustration with marketing mix modeling is real, and it is growing. Media sellers are exhausted by it, practitioners find it slow and easy to manipulate, and it is holding television back from operating at the pace of digital. These are fair observations but the industry just keeps arriving at the…

This explosion of channels, formats, devices, and platforms has been enabled by technology, but this same technology has made it harder to build lasting bonds behind the scenes.

By Andy Squire, RVP EMEA, Brave Search advertising looks neat on the surface. The Google dashboards are familiar, the processes are mature, and the language gives everyone a sense of control. Yet a single-platform account can still be built around a narrow view of where commercial interest actually appears. Search teams deserve more credit than they often get. They balance…

Fees can pay for execution, but they don’t perform. Advertisers need to investigate to ensure as much of the budget is going towards working media as possible.

The future of marketing may be powered by AI, but it will be enabled by the systems that allow data, platforms, and agents to work together. 

By Stan Turek, General Manager, Measurement at InMarket For too long, consumer packaged goods (CPG) brands have been told if return on ad spend is strong, media is working successfully. Then why are most brands living in a different reality as household penetration, repeat rates, and category growth remain flat? The Association of National Advertisers 2025 report found that $26.8…

AI improves marketers’ ability to understand, test and optimize creative performance, the industry can move toward a more complete definition of excellence: work that captures attention, builds meaning and proves how deeply it mattered.

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.