Data-Driven Thinking Archives

From Theory To Practice: How Organizations Can Embrace Experimentation In Marketing Measurement

With thanks to Bill Grosso, CEO, Game Data Pros Experimentation has been proven to offer unrivaled insights into marketing effectiveness, but it remains underused. More on that here. But what can organizations do to successfully integrate experimentation into their measurement frameworks? Build the right team and secure executive buy-in The foundation of successful experimentation begins […]

From

Data-Driven Thinking

The Uncomfortable Truth About Advertising Effectiveness: Why Marketers Avoid True Experimentation

With thanks to Igor Skokan, Global Marketing Science Director, Meta Understanding advertising effectiveness is the cornerstone of successful marketing, yet marketers often shy away from the most reliable tools for the job. Why? Because true experimentation – the kind that reveals hard truths about what works and what doesn’t – is uncomfortable. It challenges assumptions, […]

From

Data-Driven Thinking

Quality, Transparency And Trust Will Define The Future Of Ad Tech

The ad tech industry stands at a crossroads. After years of rapid growth driven by scale and efficiency, we face unprecedented challenges. Privacy regulations are tightening, trust between stakeholders is eroding, and the rise of made-for-advertising (MFA) sites has compromised the quality of user experiences. These issues aren’t just short-term disruptions; they represent a fundamental […]

From

Data-Driven Thinking

Goodbye, Outcomes Era: Why Quality Will Define The Industry’s Future

An industry narrative is emerging that has the potential to exacerbate the structural flaws in digital advertising rather than usher us into a new paradigm. Some of our industry’s sharpest minds are claiming that we are entering the Outcomes Era. Instead, I posit that we have been in the Outcomes Era for over a decade. […]

From

Data-Driven Thinking

What Advertisers Need To Know About The FTC’s Shifting Priorities And Evolving Enforcement

Under the new leadership, the FTC is signaling a pivot away from sweeping rulemaking efforts to let Congress play that role. Instead, the agency will likely stay laser-focused on enforcement actions. Expect deceptive practices, fraud, consumer redress and select privacy concerns to take center stage. While the agency has historically looked to Congress for federal […]

From

Data-Driven Thinking

The Hidden Dangers Of Privacy-Preserving Attribution – And A Smarter Solution

Meta and Mozilla have proposed a new browser-based attribution system for web ads that they’re calling Privacy-Preserving Attribution. The goal is to track how advertising leads to conversion with less privacy risk to users. Unfortunately, while PPA appears to solve an interesting math problem, if applied to real-world advertising, it will increase privacy risks for […]

From

Data-Driven Thinking

Why – And What – Marketers Need To Know About AI Agents

Who would you hire if you were picking your marketing team from scratch? Team members that carefully strategize their work ahead of time, proactively collaborate and know when to look for external help to achieve the objective, with the right level of autonomy? If this sounds good, then you will love AI agents. And they […]

From

Data-Driven Thinking

Brands Have A Right To Control The Ad Placements Around Political Content

House Judiciary Committee Chairman Jim Jordan recently initiated investigations into the World Federation of Advertisers, the Global Alliance for Responsible Media, advertisers and agency holding companies based on concerns that brands are not advertising on conservative social media platforms like X. Jordan has also opened an inquiry into the merger of Omnicom and IPG based […]

From

Data-Driven Thinking

Federal Privacy Reform: Will 2025 Be The Year For Comprehensive Action?

The US will soon have a unified federal government under the incoming administration. While much of its agenda is unclear and margins in the House and Senate are razor thin, we can expect that the next two years will be relatively business-friendly, deregulatory and somewhat hostile to expansive regulatory regimes. Indeed, the unexpected resignation of […]

From

CES 2025

6 CMOs Dish on AI, Content Creation and Brand Building at CES

At C Space at CES, six brand-side CMOs shared insights on AI, content creation, brand building and more during the first official day of the show.