MODERN MARKETING + MEASUREMENT
FINDINGS FROM OUR POPULAR PODCAST SERIES
The Last-Click Lie: Why Most Marketing Measurement Is Still Fundamentally Broken
Across the industry, CMOs are confronting an uncomfortable truth: the dashboards they’ve relied on for years often provide a distorted picture of what drives growth.
Marketing Mix Modeling Is Back — And This Time It’s Running the Business
When measurement frameworks help answer questions about revenue growth, profitability, and long-term brand equity, marketing becomes easier to defend—and easier to expand.
The New Marketing Currency: Why Data Collaboration Is Replacing Third-Party Tracking
Marketing will remain data-driven, but insights will come from aggregated patterns and trusted collaboration rather than ubiquitous tracking.
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Oft-Neglected, Local Targeting Represents the Future of Advertising
By Evan Rutchik, President & Chief Strategy Officer, Viamedia.ai The promise of digital advertising is that the wealth of signals would allow advertisers to deliver one-to-one messaging, tailored to the individual […] -
What Brings a Restaurant Customer Back?
By Becky Johnson, Advertising Week Writer & Podcast Host Most of us have joined a restaurant loyalty program for a deal. We enter a phone number, collect points, and wait […] -
Services Firms Need a New Value Strategy for the AI Era
When you stop treating all of your firm’s work hours as products and invest some of those hours in strategy, your firm builds longer-term value. -
The Clean-Signal Advantage: How Predictive Marketers Beat AI-Driven Ad Fraud
Against the more than $750 billion spent on advertising last year, that share was roughly $165 billion that never reached a real customer. -
The Talent Diaspora Is Really a Decision Speed Story
The next decade in CPG will not be won by whoever has the biggest team or the biggest budget. -
Data Collaboration Is Only Useful If It Leads to a Better Decision
By Becky Johnson, Advertising Week Writer & Podcast Host Marketers have more data than ever, but much of it remains scattered across departments, platforms, publishers, retailers, and business partners. Bringing […] -
Foot Traffic Attribution Shouldn’t Be a Premium Feature
The industry should stop treating basic foot traffic tracking as a premium feature. Make it part of the campaign and use it to optimize. -
Five Counterintuitive Advertising Plays for a Winning NFL Season
As the NFL season unfolds, every optimization decision comes back to a simple test. -
Performance Versus Brand Arguments Miss the Bigger Attention Issue
Attention gives us a way to look beyond that false divide and ask something more useful. -
AI Investment Is Moving Faster Than Marketing Readiness
As marketers prepare their 2027 budgets, the strongest AI strategy may begin well before choosing another tool. -
A Custom Algorithm Is Only as Good as the Planning Around It
Custom algorithms can give advertisers a more direct way to translate their own signals and business priorities into media decisions. Their value depends on disciplined execution. -
Verify Before You Buy: How Embedded Verification Turns Campaign Policy Into Better Outcomes
Verification can carry on measuring what happened, while its intelligence helps shape what happens next.
latest posts
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There Is No Such Thing as Creative Wearout
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Neala Brown, Global Head of Data, Measurement & Insights at Teads
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Oft-Neglected, Local Targeting Represents the Future of Advertising
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Rose Baki, Senior Partner and Head of Strategy at Lippincott
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The Fragmentation Problem Marketers Are Still Pretending They Can Buy Their Way Out Of
