Tag: Modern Marketing + Measurement

Are you attracting customers or just collecting contacts? By Danny Shepherd, CEO of Intero Digital Let’s call out the elephant in the martech stack: We’ve become hoarders. Not of knick-knacks or Beanie Babies (though, respect), but of leads. Namely, the wrong ones. Dun & Bradstreet says that lead contact data’s accuracy erodes by 2.5% each month, which pencils out to…

The message is clear: programmatic audio is no longer a niche channel.

It’s clear that the consumer information paradigm will continue to shift. The question is: Is your audience data strategy ready to keep up?

Privacy isn’t something happening to advertising; it’s happening to consumers, impacting them in ways they may not even realise, sometimes as simply as the browser they’re using.

Creators are not just amplifiers of culture, they are efficient, scalable, and sales-driving partners. And the data proves it. But only if we treat them like the media force they’ve become and measure them accordingly.

IF we care about accuracy, transparency and effectiveness, we must adopt a model that gives credit where credit is due. One that reflects the real contributions of each channel, including those without IDs.

Smart automation choices amplify human capabilities, turning good content strategies into great ones through consistent execution and data-driven refinement.

Google’s latest announcement on the future of third-party cookies has sparked a mixture of frustration and renewed urgency across the ad tech sector. We asked leading technology and media experts for their responses to Google’s decision.

Choosing the right MMM tool requires balancing cost, usability, and analytical depth. By carefully evaluating these factors, you can select an MMM partner that aligns with your business objectives and enhances marketing effectiveness through data-driven decision-making.

To effectively reach social-light consumers, brands need to take a data-driven approach to refine their media strategies.

The wave of innovation currently reshaping emotional response measurement replaces such crude techniques with highly sophisticated technologies and processes that enable emotion to enrich demographic data and provide a fuller understanding of how people react to creative output.

As AI continues to evolve, the importance of clean, ethical, and well-managed data will only grow. The time to act is now—because if your data is dirty, your strategy is already broken.

Approaches to brand-safe media buying need to be employed strategically across an advertiser’s plan – not just as point solutions for specific campaigns.

Search offers a far less tactical, far more meaningful way to connect with consumers than it once did when the world seemed simple and Google’s algorithm was the main factor to navigate.

As the industry continues to navigate challenges like privacy regulations, identity shifts, and brand safety concerns, curation offers a path to greater ROI. Done right, it transforms ad buying from a fragmented process into a seamless, results-oriented strategy, ensuring that every dollar spent delivers maximum impact.

We must stop treating historical measurement as the endgame. True marketing effectiveness comes from the ability to simulate future outcomes, forecast returns, and guide strategy dynamically.