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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It’s Time to Stop Letting Ad Platforms Grade Their Own Homework
One fairly basic question remains surprisingly difficult to answer: Did the ad reach a real person capable of becoming a customer? -
The B2B Marketing Formula Empowering Brands in 2026
In a world where every company can say the same thing, the ones that thrive will be those that build a reputation that’s impossible to copy. -
More Data Isn’t Always Better Data
Feeding an old view of the customer into a faster model can simply produce an outdated answer more efficiently. -
Causal Intelligence Adds a New Layer of Insight to Multichannel Advertising
By Matt Emans, CTO and Co-Founder at Newton Research AI is making it easier for advertisers and agencies to tap into measurement techniques that were previously expensive, complex and time […] -
More Data, Less Confidence: Marketing’s Measurement Problem
Marketing greatness is not defined by who collects the most data, but by who can connect it into the clearest, most actionable understanding of the customer—and use that understanding to make better business decisions that scale in effectiveness over time. -
Three Ways to Turn Creative Into a Performance Lever Across a Fragmented Media Landscape
Automating resizing, adaptation, tagging, and quality assurance is a practical first step. Removing that work should create room for closer collaboration among creative, media, analytics, and measurement teams. -
Paid Search Doesn’t Need More Keywords. It Needs Better Boundaries.
AI isn’t something you turn on and walk away from. The competitive advantage isn’t the automation itself. It’s in the boundaries you set for it. -
The Conversation Gap in Modern Marketing
People don’t always know exactly what they think the moment they’re asked. An initial response can be valuable, but some of the most useful context emerges later, when there is an opportunity to reflect, clarify or expand on an idea. -
Gen Z Doesn’t Need to Hear from You
Reach is the wrong metric for a generation that does not respond to volume. The question worth asking after any campaign is whether the right people trusted those who said it. -
Small Businesses Embrace the Role of ‘Creator’ to Get Seen in 2026
It seems like everyone’s a creator now, and it’s not just because they want to be social media stars. It comes down to how today’s consumers shop. -
Identity’s Next Challenge: Why Accuracy Matters More Than Ever
The past several years have produced a wave of innovation focused on preserving addressability as signals became more fragmented and difficult to access. But preserving addressability was only the first challenge. -
Outcomes Are Not a Buzzword. But We’re Treating Them Like One.
By Ryan Schaumburg, PadSquad Every few years, advertising finds a new word to rally around. For a while, in the early days, it was reach. Then it was attention. Now […]
latest posts
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Agentic AI Is Tipping the Balance of Power From Retailers to Brands
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How Travel Advertisers Should Approach an Evolving Media Landscape
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Real Numbers, Marketing Numbers, and Wasted Ad Spend Featuring Nick Morley, CEO, Lunio
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It’s Time to Stop Letting Ad Platforms Grade Their Own Homework
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Football Looks After Its Talent. Can Media Say the Same?
