Tag: Modern Marketing + Measurement

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.

In 2026, the businesses that win aren’t the ones launching the loudest campaigns. They’re the ones showing up consistently.

AI isn’t rewarding whoever publishes the most content. Instead, it’s rewarding whoever is the most believable and credible.

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.

It seems nostalgia is everywhere these days – even in digital media and advertising.

Last-click attribution was meant to be a shortcut. But somewhere along the way, it became a strategy for the unimaginative.

We’ve engineered all the danger out of the work. And in doing so, we’ve engineered out everything that matters.

2026 is not a year for sitting on the sidelines. Despite economic challenges, the overwhelming strategy is investing strategically instead of pulling back.

Weak signals produce weak outcomes. Strong, intentional signals—even imperfect ones—give automation something real to learn from.