Data-Driven Thinking Archives - Page 2 of 15

How To Keep Agencies Honest On Principal Media Deals And Avoid Unaccountable Arbitrage

If this industry has taught us anything, it’s that history repeats itself. We’re great at rebranding yesterday’s practices as tomorrow’s innovations. So when principal-based buying started being pitched as the next big thing, I couldn’t help but think: Haven’t we been here before? The old game in a new wrapper Principal-based buying is when agencies, […]

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Data-Driven Thinking

The High Cost Of Bad Measurement: Why Randomized Geo Experiments Are The Gold Standard

The number-one job of a marketer is to invest budget wisely to drive sales. That inherently requires accurately measuring the performance of that spending. Yet most advertisers still rely on flawed measurement methods that systematically overstate performance and misallocate resources. The measurement crisis Even the smallest Fortune 500 companies generate roughly $10 billion in revenue, […]

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Beyond The Hype: How Agentic AI Can Finally Unite Marketing’s Creative And Scientific Sides

The two dominant emotions surrounding AI in marketing today are hype and anxiety. But we’re entering a new era – one built not only on automation but also on orchestration and intelligence. Agentic AI doesn’t just streamline; it connects and accelerates. And that’s exactly what marketing has been missing. Still fighting for a seat at […]

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Data-Driven Thinking

To Build Or Not To Build: 5 Agency Tips For Strategic Tech Investment

Conventional wisdom often suggests performance agencies should stick to what they know best: client service and execution, using existing marketing tools. It’s a compelling argument that promises simplicity, focus and lower CapEx. But this thinking ignores a fundamental reality facing today’s agencies: The market isn’t just oversaturated with options; it’s increasingly commoditized. Every agency has […]

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Data-Driven Thinking

SSPs Are Facing Extinction – And Only Bold Differentiation Can Save Them

The Trade Desk recently classified SSPs as resellers and doubled down on a strategy that has been in place for years: establishing direct connections to supply sources. The stated goal is to deduplicate bid requests in pursuit of perfect supply-path optimization, all under TTD’s roof. This strategy shines a spotlight on SSPs, which are now […]

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Data-Driven Thinking

No More Sketchy Data: Why ‘Close Enough’ Won’t Work In Marketing’s AI Era

For a long time, marketers have gotten away with flying blind. Campaigns have been run on a patchwork of incomplete inputs across various platforms, missing key fields and rarely aligned goals. Brands didn’t question performance. As long as the top line and bottom line were fine, who cares how clean the data was? The consequence? […]

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The 7 Traits Every Ad Tech Leader Needs To Thrive In The Age Of AI

In the 31 years since the first banner ad appeared, ad tech has become essential to global commerce, directly employing 1.54 million people and generating $974 billion in revenue in the United States. This contributes to an overall digital economy valued at nearly $5 trillion, representing 18% of the nation’s GDP. Yet, despite ad tech’s […]

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What Raising Teens Taught Me About Ethical Marketing In A Hyper-Engaged World

Building a career in social media marketing while raising kids has been a unique, dichotomous experience. From 9 am to 5 pm, I’m heads-down, focused on maximizing audience growth and engagement while crafting content designed to captivate viewers and keep their eyes (and thumbs) locked in. At home, however, I find myself actively monitoring the […]

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Data-Driven Thinking

The Unsung Hero Of Ad Tech’s AI Revolution: The Cloud

Since ChatGPT exploded into public consciousness, the conversation in ad tech has centered around AI. Generative tools, predictive models, attention algorithms: AI now touches nearly every part of the ecosystem, from media planning and creative to optimization and reporting. But while AI captures the spotlight, another foundational technology has quietly enabled much of this progress: […]

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Data-Driven Thinking

A Year In Data Privacy Is A Lifetime, So Your ‘New’ Compliance Policy May Already Be Outdated

Everything seems to get better and last longer. Remember when it was recommended to change your oil every 3,000 miles? Now it is 5,000 miles. Remember when milk used to go sour in the fridge in a few days? Now it will make it through the weekend. However, as the realm of privacy law advances, […]

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