AdExchanger Guest Columnist, Author at Chief Marketer

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 […]

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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, […]

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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 […]

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