#measurement

#measurement

Marketing is often undervalued, which is not news to many reading this newsletter. When companies are looking to make budget cuts, they often begin by looking to their marketing teams and campaigns. But a new white paper from insights company TransUnion and marketing trade organization MMA Global uses their Brand as Performance (BaP) framework to determine the true value of campaigns, and finds that traditional measurement methods have undervalued brand marketing's impact on sales by as much as 83%.

We built funnels, tracked clicks and optimized journeys because we could seewhat was happening. We optimized for the "messy middle": customer journeys we can track on the open web. The premise that we can see it all, track it all is obsolete. The customer journey has migrated to closed AI environments, leaving our analytics stacks blind. The causal link between action and result has evaporated.

"I think the biggest change is the lack of rigidity, which I think is a good thing in that sort of classic funnel marketers always like to talk about. What we're seeing, or have seen over the last few years, is that channels can play any role. And that's brilliant from a planning point of view, because it gives us creativity. It gives us flexibility to kind of do more interesting things, rather than the sort of classic broadcast-to-narrowcast targeting that we used to do."

ExchangeWire's The Wires Awards recognises the most innovative individuals and players in the ad tech space, with our categories spanning ad campaigns and strategy, data and solutions, AI, measurement, commerce, partnerships, and more. For our judging panel, we've gathered a range of experts to represent the industry, including individuals from publishers, brands, agencies. Businesses include The Telegraph, Havas Media Network, Condé Nast, Warner Bros. Discovery, the7stars, Adidas, 4Sales, and The Coca-Cola Company, among many others.

The idea that personality never changes once you reach adulthood continues to be challenged by study after study. There's one big problem, however, even with the most sophisticated study, they use the wrong measure of personality. The well-known Five Factor Model, or Big Five, with its scales that measure neuroticism, openness, extraversion, conscientiousness, and agreeableness, wasn't designed for anything other than one-time, stable measurements.

Imagine the negative event or possibility in question and feel the intensity of the feeling you experience in catastrophizing about it. While keying into your negative feeling, rank how bad the event in question feels on the 10-point negative values scale. Focus now on rationally assessing how bad the possibility really is. When you think of very bad things like earthquakes and tsunamis, is this truly as bad as

You know the old adage "garbage in, garbage out"? Well, it applies to the walled gardens, too, even with all of their access to first-party data. The big ad platforms have been investing more in end-to-end automated systems for planning, launching and optimizing ad campaigns, but they still need high-quality data inputs to feed those tools.

Podtrac released its Top Podcasts By Country list, showcasing the #1 podcast in 48 countries, highlighting the publisher and topical category of each podcast.

When buying new appliances, precise measurements of the kitchen area are crucial to ensure the new fittings will fit correctly and operate properly.