For Incrementality Testing, It’s One Step At A Time

Agencies now have more breathing room to think carefully and be strategic about signal loss solutions, because signal loss isn’t just a third-party cookie thing, says Sisi Zhang, chief data and analytics officer at Razorfish. Specifically, she says, brands need to spend more time testing alternative identifiers.

It’s not easy competing for business with massive holding companies (which are only getting more massive). But the Omnicom-IPG deal “also creates opportunities for the rest of us,” says Remy Stiles, North America CEO of programmatic agency Kepler.

What do toasters have in common with transparency and online advertising standards? Quite a lot, actually, says Ben Hovaness, chief media officer at OMD Worldwide. If you can trust a set of standards – and companies conform to them – the less transparency you need. It’s like when you plug in a new toaster. “You’re not worried that it's going to burst into flames and destroy your home,” Hovaness says.

Performance marketing can become a crutch for some brands, warns Duolingo CMO Manu Orssaud, especially app-based businesses that are under pressure to show rapid growth. That’s why Duolingo makes organic marketing a top priority.

Tune into the first episode of the year with guest Andrew Frank, VP and distinguished analyst at research firm Gartner. We cover a lot of ground, from the impact of multiple major Big Tech antitrust trials to practical AI use cases (minus the BS).

Scott McKinley shares his journey from professional cyclist and captain of the 1988 US Olympic Road Cycling Team to CEO and founder of data validation provider Truthset. The road was more linear than one might think.

Feels like we’ve been waiting for the convergence of ad tech and mar tech forever. But it’s finally starting to happen, and the time couldn’t be more ripe, says Heather Macaulay, president of product-focused consultancy MadTech.

What is incrementality testing? “I’ve been doing more interviews with journalists lately and realize I need a better answer to this question,” says Haus Head of Strategy Olivia Kory.

Jared Belsky, CEO and co-founder of indie digital agency Acadia, needs your help. He’d like someone to please explain to him why media arbitrage isn’t a form of stealing.

Personalization and customization are great, but when marketers go overboard with targeting, they don’t cast a wide enough net to attract new customers and foster growth, says JP Jansen, SVP of marketing and CMO for North America at Mars Pet Nutrition.