Modern Marketing + Measurement

It is getting harder to reach a large audience in one local market. People can choose what to watch, skip what they do not want to see, and spend less time with the media that once reached nearly everyone. But a bus moving through the city or a screen beside a train platform is still part of the trip. In this episode of Modern Marketing and Measurement, we talk with Chris Grosso, CEO of Intersection, about making out-of-home advertising easier to buy and easier to measure. We get into programmatic buying, what an impression estimate can actually tell a marketer, and why Chris thinks better reporting on delivered impressions could change how out-of-home performs in media mix models. Five Key Takeaways Useful screens give people a reason to look. Intersection’s transit screens carry advertising, but they also show content people want, from train arrival times to live sports. Chris points out that someone waiting on a platform is likely to check when the next train is coming. That attention creates an opportunity for an advertiser, too. Header bidding opens the same inventory to more buyers. Intersection helped start Place Exchange to make out-of-home inventory available through digital buying platforms. More recently, it introduced a form of header bidding that sends its inventory to multiple supply platforms at once. For buyers, that makes the channel easier to access through familiar tools; for Intersection, it brings more demand to the available screens. An estimated impression and a measured result answer different questions. Chris explains how industry measurement uses traffic, pedestrian, ridership, and mobile panel data to estimate who is likely to pass an ad. Separate attribution studies can then look at outcomes such as visits to a nearby store or an advertiser’s website. Marketers need to know which question each number answers. Delivered impressions could make out-of-home easier to compare with other channels. Chris says the industry’s standard reporting has largely centered on forecasts. A measurement program being piloted with Ipsos aims to report what was delivered as well. He sees that as a useful input for agencies trying to evaluate out-of-home alongside television and other media in their media mix models. The location and the creative still matter. Automation can help plan a complicated buy across bus shelters, screens, and formats. Chris sees AI helping with that work and adapting creative to different placements. But choosing the idea and understanding where it belongs still take human judgment, especially when a brand wants to be part of a moment people are experiencing together. Follow us on social! Linkedin Instagram X Facebook

A campaign can hit its target and still leave marketers wondering whether they paid more than they needed to. This episode examines what attribution leaves unanswered about the cost of a media buy, how to use that information while a campaign is running, and who checks the decisions as more buying becomes automated. Welcome to Modern Marketing and Measurement. Spencer Potts, Co-Founder and CEO, Precise.ai, joins us to discuss how agencies and brands can get a closer view of what their media dollars are doing. Using a prefab house, a game of Go Fish, and a healthy suspicion of black boxes, Spencer explains his approach to evaluating buying decisions, giving traders more useful information, and keeping a record that clients, procurement teams, and CFOs can examine. Five Key Talking Points Attribution does not explain the whole purchase. Spencer distinguishes assigning credit for an outcome from examining what each component of a media buy contributed relative to its cost. His focus is on the economics underneath the campaign results. The components matter, and so do their combinations. Audience segments, data providers, publishers, and other signals all play a part in a buying decision. Spencer uses a prefab-house analogy to explain why examining those parts together could reveal a more efficient arrangement. Campaign intelligence needs to arrive in time to act. Precise is designed to recommend changes while campaigns are running, with forecasts and confidence estimates. Spencer describes how actual results feed back into subsequent recommendations. Automation still needs accountability. Spencer discusses how traders and AI agents could use the same economic information to make decisions. He also explains why Precise records its own recommendations and outcomes for review. Shared learning requires permission and a way to recognize contribution. Spencer’s longer-term vision involves organizations learning from one another’s data while retaining control over what they share. His Go Fish analogy illustrates how finding a missing piece could improve a result and create value for the contributor. Follow us on social! Linkedin Instagram X Facebook

Welcome to Modern Marketing and Measurement. Bryan Quinn, CEO and Co-Founder, Shopsense AI, joins us to discuss what it takes to connect the products people see with shopping experiences they actually want to use. From changing fashion preferences to the influence of Yellowstone on his own wardrobe, Bryan brings practical examples and humor to a conversation about product data, advertising relevance, and the budget silos that keep discovery and purchase too far apart. Follow us on social! Linkedin Instagram X Facebook

Dan Baptiste, Executive Vice President, Skyword, joins Modern Marketing and Measurement to discuss how brands can build authority through original expertise, a clear point of view, and teams that actually work together. Drawing on his experience helping companies tell their stories, Dan explains how a Vegas resort can accidentally become known for gambling instructions, why being cited is different from being recommended, and what marketing departments might learn from looking beyond their own org charts. He brings humor to a serious question: What does a brand contribute that customers cannot get everywhere else? Follow us on social! Linkedin Instagram X Facebook

In this episode of Modern Marketing and Measurement, we talk with Diane Le, VP of Marketing, Restaurants at PAR Technology, about the return of games and challenges in restaurant marketing. We get into Smoothie King’s results, why a promotion needs time to build, and the measurement problem hiding behind a simple question: did that customer come back? Diane explains how much a restaurant can miss when someone orders through DoorDash or visits without using their loyalty account. Follow us on social! Linkedin Instagram X Facebook

Welcome to Modern Marketing & Measurement. Today, I’m joined by Juan Baron, Head of International and Global Accounts at Decentriq, a data collaboration platform. We talk about how brands can work across departments, publishers, retailers, and other partners without giving up control of their data, why auditability matters from the beginning, and how a flexible approach to data collaboration can lead to better insights and stronger business decisions. Follow us on social! Linkedin Instagram X Facebook

Welcome to Modern Marketing & Measurement. Our guest today is Matt Spiegel, EVP, TruAudience Growth Strategy at TransUnion. Marketers are putting more money into AI, but the return is not always keeping pace. Matt joins us to talk about why the problem often starts with disconnected data, how companies can create a clearer picture of marketing performance, and what needs to be in place before even more AI spending enters the 2027 budget. Follow us on social! Linkedin Instagram X Facebook

In this episode of Modern Marketing & Measurement, we are joined by Nick Morley, CEO of Lunio, to talk about why advertisers should not rely on ad platforms to grade their own homework. We discuss the hidden waste inside performance marketing, how independent verification can give marketers more confidence in their numbers, and why finding wasted spend creates an opportunity to reinvest in growth. Follow us on social! Linkedin Instagram X Facebook

In this episode of Modern Marketing and Measurement, we are joined by Gladys Kong, CEO of Azira, to talk about why more data does not necessarily lead to better marketing. We discuss how location and transaction data can provide a more complete picture of consumer behavior, why data has a shelf life, and how AI is giving marketers more time to ask questions, test ideas, and focus on strategy. Follow us on social! Linkedin Instagram X Facebook

Today's guest is Ross Kramer, Co-Founder and CEO of Listrak, a digital marketing platform for retailers and brands. A unified customer profile is necessary for creating better personalization, but Ross also breaks down how AI agents are changing product discovery, and why being discoverable now goes beyond traditional SEO. As Ross puts it, “computers have eyes,” which means if AI is doing the shopping, brands have some new rules to learn about getting found. Follow us on social! Linkedin Instagram X Facebook