In our previous column, we reviewed how the Google/Apple deprecation of identity will reduce marketing effectiveness and proposed that marketers consider tripling their digital ad research budget immediately and continue that investment through mid-2023. Today, we will go through how this calculation was developed, and what key objectives marketers must address.
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Pattie took that advice and started her career as a media planner, but diversified into marketing strategy, creative production, long range business planning, marketing analytics, agency relations, media buying and sales. But always at the core is presenting… read more
Rex Briggs is considered the pioneer of attribution and digital advertising measurement. He is co-author of What Sticks, with Greg Stuart, and author SIRFs-Up, How Software and Algorithms Are Changing Marketing. read more
