Modern Marketing + Measurement

In this episode of Modern Marketing and Measurement, Phil Acton, Country Manager UK at Adform, joins the show to explore how Europe’s independent ad tech is reshaping modern marketing through greater transparency, stronger identity foundations, and a more privacy-first approach. We dig into how omnichannel activation is evolving across CTV, digital out-of-home, and emerging retail media networks,...

In this episode of Modern Marketing and Measurement, Snowflake’s Global Head of Media, Entertainment, and Adtech Dennis Buchheim breaks down how a unified data foundation, composable technology, and emerging AI capabilities are reshaping the way brands plan, activate, and measure media. From the shift away from monolithic marketing stacks to the rise of conversational data access and agent-driven...

Welcome back to Modern Marketing and Measurement, I’m joined today by the Senior Vice President of Digital Media at Hawthorne Advertising, Paul Her-Sturm. We discuss blending linear and connected TV with smart measurement and localized targeting. Paul breaks down how his team approaches multi-market complexity, why CTV has become a true performance driver, and how layered attribution, smart geo-ta...

In this episode of Modern Marketing and Measurement, we sit down with Marie Binet from Fuse, Omnicom’s global sports and entertainment agency, to explore why sponsorship has evolved far beyond logos on a pitch. Marie breaks down how modern partnerships function as full creative and media ecosystems, why leaning on media equivalency alone misses the true impact, and how brands can build smarter, mo...

In this episode of Modern Marketing and Measurement, Magnite’s VP of Strategic Partnerships International, David Snocken, joins us to explore how CTV and premium video are evolving from brand channels to measurable performance engines. We discuss the shift from brand uplift to real business results, why privacy-centric supply-side data is becoming essential, and how AI and automation are opening t...

Today on Modern Marketing and Measurement, we sit down with Michael Kaminsky, co-CEO of Recast, to learn how incrementality, experimentation, and media mix modeling combined can finally bring marketing and finance onto the same page. We envision incrementality as the “connective tissue” these teams have been missing, how MMM and experimentation work better together than alone, and why forecasting...

In this episode of Modern Marketing and Measurement, Becky talks with Alexia Nakad, VP of Brand and Commerce Media at LiveRamp, about how data collaboration and clean room technology are transforming marketing measurement. From retail media to cross-platform standardization, Alexia shares how brands like Tesco and L’Oréal are closing the loop between media spend and real business outcomes—and what...

In this episode of Modern Marketing and Measurement, Lindsay Rapacchi, Director of Research and Insight at Bauer Media Outdoor UK, joins us to explore what makes Out of Home such a timeless and effective channel in today’s marketing mix. Lindsay breaks down the power of distinctive brand assets, why reach still trumps precision, and how to avoid common missteps in marketing mix modeling and retail...

In this episode of Modern Marketing and Measurement, hosts sit down with Alexis and Grace—two of the powerhouse co-founders behind Background Noise, a fast-growing, BIPOC and female-led marketing consultancy redefining how brands measure success. They share how they’ve scaled their agency by leading with authenticity, people-first insights, and data-driven creativity—while helping clients navigate...

The marketing measurement landscape has never been louder—or more fragmented. In this episode of Modern Marketing and Measurement, Kevin McGehee, EVP of Advanced Analytics at Horizon Media, explains how brands can cut through the chaos to create a single source of truth. Kevin shares how his team builds common taxonomies, ties real-time data to activation technology, and uses AI to surface actiona...

On this episode of Modern Marketing and Measurement, we sit down with Greg Andersen, CEO of Bailey Lauerman, to explore the agency’s groundbreaking “Everything In Between” research. Greg reveals how the study uncovers two distinct consumer mindsets—Pragmatists and Experientialists—and why understanding these audiences is critical for brands navigating today’s polarized marketplace. From the lesson...

Has marketing measurement been broken from the start? INCRMNTL’s founder, Maor Sadra, joins us to unpack why last-click attribution led us astray, how AI is reshaping measurement, and what CMOs must do to future-proof their strategies. From privacy shifts to the human role in decision-making, this episode of Modern Marketing and Measurement explores the next era of marketing effectiveness. Follow...