馃敟Hot Take: ROAS is a conflict of interest
It is hot-take-Tuesday, and ROAS sits in our conflict of interest crosshairs.
Measurement
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"Moveable Middles" and the CMO + CFO Relationship
Major Unlock: Marketers go out of their way to ensure that their finance teams understand the value advertising drives in the business. These two panels at POSSIBLE attempt to bring those worlds together through new ways of driving and measuring success.
It's a Trap: Guaranteed Performance
I'm not saying it is a trap. But it is a trap.
That's not measurement
Google gained unwanted attention for its alleged lack of adherence to its own policies within Google Video Partners. The industry's problem is much larger.
Multi Touch Attribution: A Collective Insanity
Multi-Touch Attribution (MTA) is the best thing to happen to attribution since last touch (aka last click) attribution for digital
