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Search returned: 622 document(s).
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AI Announcements Roar at Cannes Lions
Leading Edge June 29, 2026Artificial intelligence dominated Cannes Lions this year, but the conversation is shifting from capability to control. Announcements from Google, Meta, Adobe, and others suggest the industry may be entering a new phase of accountability and trust.
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The Adoption of GEO and the Shift to AI-Driven Discovery
Leading Edge June 24, 2026A new Spiegel Research Center study finds 95 percent of senior marketers are using artificial intelligence (AI) in search workflows, yet governance and measurement systems may be struggling to keep pace. The shift from traditional SEO to generative engine optimization (GEO) could leave organizations exposed if readiness gaps go unaddressed.
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TikTok Rebuilds Media Mix Modeling for Discovery, Creator Content, and Earned Reach
Event Recaps June 23, 2026TikTok and NielsenIQ are challenging how brands model media, arguing that paid, organic, and creator signals must be measured together. Outdated media mix modeling inputs — not methodology — may be limiting the ROI decisions brands are making at scale.
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Why Outcomes Measurement Is Becoming a Budget Imperative
Leading Edge June 19, 2026As budgets tighten, marketers must link brand awareness to business outcomes. Outcomes measurement is becoming essential to defend spend, guide decisions, and prove marketing's role in growth.
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Building Efficient Reach: Solving the 'Glass Jar Problem' in TV and CTV
Event Recaps June 15, 2026At the 2026 ANA Media Conference, Simulmedia's Jonathan Steuer introduced the "Glass Jar Problem" to explain why modern media strategies often fail to maximize reach. By breaking inventory into "rocks," "pebbles," and "sand," Steuer demonstrated how over-reliance on either tentpole programming or targeted CTV creates inefficiencies — and how a balanced mix anchored in underpriced linear inventory delivers more effective reach.
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How the U.S. Army Reframed Forecast Risk to Make Better Marketing Decisions
Event Recaps June 15, 2026Two U.S. Army analytics leaders reveal how reframing forecast uncertainty as a risk tolerance question transforms leadership decision-making. Their interval-based approach may offer commercial marketers a more honest and more actionable model for communicating data-driven recommendations.
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Most Attribution Is Theater (And Your CFO Knows It)
Leading Edge June 12, 2026Sophisticated attribution hasn't earned executive trust. This essay argues marketers must shift from perfect models to credible frameworks that connect brand signals to business outcomes leaders believe.
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Mars Reframes Measurement Around Decisions, Not Data
Event Recaps June 10, 2026Mars is moving away from dashboard-heavy reporting toward a decision-first measurement system that uses artificial intelligence to surface causal patterns and guide investment choices. The framework from Sam Chang could reshape how marketers connect data infrastructure to business outcomes.
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How Toyota Used Cultural Bravery to Shift Lanes and Reconnect with a Key Audience
Event Recaps June 8, 2026The Toyota "You Can't Stop My Drive" campaign reveals what happens when a brand trades surface-level targeting for deep cultural listening. Research by Burrell into Black men's lived experiences reshaped how the team at Toyota measures relevance and earns long-term trust.
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Bayer Put Direct Contracts at the Center of Programmatic Control
Event Recaps June 5, 2026Bayer is restructuring programmatic advertising around direct contracts with DSPs, SSPs, and verification partners to regain data control and transparency. The approach, discussed with the ANA, could reduce waste, improve portability, and reshape supply-path decisions.
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McDonald's Shares Its Experience Using a Measurement Tool Designed to Solve the Fragmented Media Problem
Event Recaps June 3, 2026McDonald's and Aquila are tackling one of marketing's most stubborn problems: fragmented measurement across media platforms. A new industry tool could help marketers reclaim roughly 10 percent of media spend by eliminating duplicated audiences.
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How the Medallion Mindset Allowed Mastercard to Leverage Data and AI More Reliably
Event Recaps June 2, 2026Mastercard's Fabien Thiaucourt argues that AI's biggest limitation is not the technology but the data it is training on. His medallion framework could reshape how marketers structure data for speed, trust, and AI readiness.
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Prudential Financial's Head of Marketing Gives His Best Tips for Designing Marketing Experiments
Event Recaps June 2, 2026Prudential Financial's head of marketing effectiveness reveals how pairing holdout experiments with marketing mix modeling could transform how finance teams view marketing. Jadon Wellman's framework may help marketers move from directional insight to defensible, decision-ready performance.
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The Walled Gardens Aren't Cutting It Anymore for Incremental Growth
Leading Edge May 29, 2026Rising CPMs and CPCs are challenging the long-standing walled garden strategy as Google, Meta, and Amazon dominate ad spend. Advertisers are increasingly shifting from platform dependence toward orchestration across streaming, retail media, and the open web.
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A Practical Framework for Enhancing Marketing Through Synthetic Data
Event Recaps May 27, 2026Modern marketing teams collect data across a universe of platforms, programs, and models. Over time, that data accumulates. Definitions drift. Gaps appear. Samples thin out. Teams are left with sophisticated dashboards but limited confidence in the decisions they support. This session reframes the challenge. The issue is not data volume. It is decision readiness.
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ANA, Mondelēz, and Kenvue on Retail Media Measurement Standards
Event Recaps May 21, 2026Retail media measurement is straining under rapid network expansion, with marketers citing standardization gaps as the top barrier to scale. ANA guidance, shared by Mondelēz and Kenvue leaders, could reshape cross-network comparability and incrementality decisions.
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A Simple Approach to Maximizing TV Ad Performance
Partner Content May 14, 2026As media consumption fragments, TV is becoming more accountable. This article outlines how marketers can simplify media planning by focusing on access, activation, and attribution to turn premium TV attention into measurable performance outcomes.
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Turning Insight into Advantage: Interview with Lindsay Egan of Gain Theory
Pulse May 11, 2026Gain Theory argues that marketing's value gap persists because insights rarely translate into decisions. Ahead of the ANA conference, Lindsay Egan explains how data excellence, AI, and long-term measurement could turn analytics into competitive advantage.
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Unfinished Business: Closing the Insight-to-Action Gap
Knowledge Partners May 7, 2026Gain Theory’s 2026 report examines why marketing insights often fail to translate into business impact, identifying cultural, organizational, and behavioral barriers that prevent action. Drawing on proprietary survey data and real-world case studies, the report outlines a practical framework to help marketers close the gap between insight generation and commercial results.
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Creators at Scale: The Next Phase of Marketing Growth
Event Recaps May 5, 2026During a session at the 2026 ANA Creator Marketing Conference, leaders from the ANA and Unilever examined how creator marketing has moved from an experimental tactic to a core growth engine. With global spending reaching an estimated $37.1 billion in 2025, the discussion focused on operating models, transparency, and measurement — and what brands must do next to unlock sustainable value from creators.
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