Why marketing measurement needs triangulation
Effective measurement depends on connecting signals across MMM, attribution, and incrementality instead of forcing a single source of truth.
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Angelina Eng's latest articles
As AI does more of the work, are we building the right leaders?
AI is accelerating analysis and reporting, but fewer marketers understand the data underneath. That gap is where leadership risk begins.
AI could unlock $32B for marketers, if we fix measurement first
When channels can’t be measured, they get underfunded. Bias in today’s models limits growth. Here's why better foundations matter more than new tools.
5 ways to improve marketing measurement in 2026
Can your measurement systems stand up to leadership’s toughest questions about impact, incrementality and decision-making?
Marketing mix modeling has a usage problem, not a tech problem
Marketing mix models often fail because insights stop at analysis. Here's what it takes to turn MMM into a decision-driving capability.
How the new attention standards turn feeling into data
The IAB and MRC’s new attention guidelines help marketers measure the emotions that drive memory and impact.
Marketing artificial intelligence (AI)
AI’s value is measured in outcomes, not adoption
AI powers every marketing workflow — but impact matters more than adoption. Prove performance by measuring lift and validating causality.
Why social video spend gets lost in reports — and how measurement standards fix it
If answering "How much are we spending on social video?" takes hours, your measurement is broken. Smarter standards make spend clear and reporting easy.
If you want better outcomes, stop relying on last-touch attribution
The wrong attribution model doesn’t just mislead. It risks your investment and clouds what really works.
What your dashboards reveal about channel performance — and what they miss
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What’s inside IAB and MRC’s attention measurement guidelines
Attention means different things to different vendors. These new guidelines will provide ways to measure attention more consistently.
The real reason marketing measurement keeps failing
Attribution and MMMs need to evolve. But without cleaner, more consistent data behind them, they’ll never reach their full potential.
Marketing artificial intelligence (AI)
What AI means for the future of agency-brand partnerships
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Marketing artificial intelligence (AI)
AI adoption accelerating, but many fall behind: IAB report
IAB’s ‘State of Data 2025’ report examines how brands, agencies and publishers are using AI and suggests it’s time to think about strategy over automation.
How to tackle ad fraud in 2025
Despite major strides, gaps in combating ad fraud remain. Learn how emerging transparency tools can drive even greater protection.
5 essential priorities for marketers in 2025
Position your brand for success in 2025 with these marketing priorities, from smarter AI adoption to better data transparency.
Rethinking media mix modeling for today’s complex consumer journey
Evolving media trends requires integrating emerging channels into MMM for holistic marketing insights.
Can attention really drive campaign success?
Attention is key to effective advertising, but it’s not the whole story. Data quality, context and creative execution are also crucial.
Google’s cookie pivot leaves 88% of industry in uncertainty: IAB
Google’s shock cookie shift complicates measurement, addressability and future planning for digital advertisers.
Why the FTC’s stand on hashing is a wake-up call for digital advertisers
The FTC declares hashing isn't a foolproof privacy measure. Here’s what this stance means for the industry’s future.
Why marketers must combat the hidden threat of MFA sites
Learn to combat the threats posed by made-for-advertising sites, differentiate quality publishers and optimize your digital ad spend.
Why first-party data alone won’t solve marketers’ challenges
Learn why and how to enhance your first-party data strategy with second-party partnerships and third-party enrichment.
Marketers, it’s time to walk the walk on responsible media
Dive into the nuances of responsible media buying that balances brand safety and support for credible journalism, DEIB and sustainability.
The state of data in 2024: How the ad industry is adapting to privacy regulations
Learn how leading brands are navigating the privacy-first ecosystem by prioritizing consumer trust and embracing first-party data.