Tag: Modern Marketing + Measurement

The next era of marketing won’t be defined by automation alone, but by the intelligence that comes from understanding what to automate, what to measure, and what to humanize.

February campaigns should be a ramp up that starts off slow before building to Valentine’s Day.

Antonia Faulkner, Head of Corporate Communications and Ads Marketing, Analytics and Insights EMEA, Samsung Ads explores how the home screen is evolving from a passive starting point into one of the most compelling marketing environments.

Metrics like view-through conversions, watch time, video completion rate and thumb-stop rate offer a far more accurate view of effectiveness.

If your measurement only exists inside the platforms, your strategy isn’t owned, it’s rented.

Agencies that emerge stronger will be the ones that treat flexibility  (organizationally and technologically) as a core business strategy, not a contingency plan.

The future of the open web depends on the ability to prove that an audience is paying attention, not scrolling through content mechanically.

Systems scale assumptions quickly, whether they are sound or flawed. Reexamining how audiences are defined and managed is not a technical exercise. It is a strategic one.

Effective media buying doesn’t start with activation. It starts with the right planning elements combined with up to the minute knowledge of pricing and opportunities in the media marketplace.

AI search isn’t killing marketing fundamentals. It’s exposing how fragile our assumptions about measurement have become.

The future belongs to businesses that combine data intelligence with brand-led creativity. When used well, data amplifies both trust and targeting, without bogging teams down in shallow click metrics.

2026 won’t reward businesses that simply do more—it will reward those that focus on what matters most.

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 question is not whether privacy controls will drift in a dynamic, AI-accelerated environment. They will.

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.

This fusion of data, cognitive science, and personalization gives political campaigns the power to transform passive audiences into active participants.

As marketers shift more budget into connected TV (CTV), identity continues to be the biggest success hurdle for the channel.

As pressure mounts for marketers to prove what truly moves the needle, a new frontier is emerging inside Marketing Mix Models: creative effectiveness.

The year 2025 has brought back onto the agenda the legacy systems of measurement and decreasing usefulness under the weight of accelerating signal loss.

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.