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CMOs need a robust and modern approach to marketing measurement, independent of any of the commercial interests in the ecosystem. To achieve meaningful progress, there are four critical dimensions to measurement that marketers must now master: commerciality, quality, frameworks, and testing. While the industry is making progress in building a universal solution, here’s what marketers can do now.

How do you tell your marketing organization’s performance story in a way that matters to your CEO?

Using old, brute-force ways to meet new demands has reached a breaking point. Traditional digital asset management systems simply weren’t built for brand TV and video campaign asset workflow, and new research is showing why they can’t go the distance.

Fast-emerging technologies are turning B2B marketers into data scientists — and enabling them to be more creative than ever before. Job one: striking a balance between automation and the human touch.

What can organizations do to prepare for an increasingly transparent future? The first step is to assess their current level of transparency to identify potential risks and opportunities. In that process it can be helpful to look at three aspects of transparency having to do with products and services, culture, and the supply chain.

Without the Google ID, marketers need to find new ways to build datasets to drive personalized marketing campaigns across multiple devices. Here are three obstacles and the priorities marketers must face in dealing with the massive shift the ID’s absence leaves behind.

UnitedHealthcare created a “playbook” to improve agency/client relations. By providing detailed and accurate briefs, and maintaining honest and constant communication between both parties, agencies can set their clients up for success.

The CCPA has had a significant impact on the digital advertising landscape. The privacy law grants new rights to California consumers, including the right to when consumer information can be collected, the right to deletion, and the limited right to sue if personal information is breached.

Relevance to the consumer — rather than just random giveaways — is at the core of rewards programs for a growing number of brands and organizations.

New online platforms are boosting marketers’ ability to deliver relevant TV ads that drive both short- and long-term business outcomes.

Dave Morgan of Simulmedia shared his thoughts on the causes of ad fraud and opacity in the advertising industry as well as some steps that can be taken to combat the trends.

A panel discussed steps that programmatic media buyers can take to develop more informed strategies by capitalizing on log data.

A panel of experts suggested short- and long-term measures that can be taken in the advertising ecosystem to address the deficits of trust that exist between the parties involved in media buying and selling.

A panel of experts shared insights on the threat that ad fraud poses to advertisers and how to mitigate it.

In the three years since the ANA’s landmark report on media transparency, progress has been made but issues of opaque practices still plague the industry. As the methods for media buying evolve, marketers must maintain their vigilance.

The sophistication and technical capabilities of programmatic advertising can be bright shiny objects that distract marketers from the fundamentals of TV advertising. Here are three points marketers should keep in mind to ensure their programmatic TV campaigns are seated on solid ground.

In this video, Brandon Miller, media investment lead at Land O’Lakes, and Michael Tiffany, president and co-founder of White Ops, discussed how the industry fight against digital ad fraud has progressed.

Brandon Miller, media investment lead at Land O’Lakes, and Michael Tiffany, president and co-founder of White Ops, discussed how the industry fight against digital ad fraud has progressed.

The World Federation of Advertiser’s Global Media Charter lays out eight “principles for partnership in the digital media advertising ecosystem.” To effect real change, marketers would be wise to prioritize the WFA’s list based on the issues that require an industrywide approach.

Marc Pritchard, chief brand officer at Procter & Gamble, outlined a new media supply chain to address privacy and data issues.