Measuring and optimizing media ROI in the Era of the Walled Gardens

Ensuring marketers can holistically optimize their investments by overcoming the challenges of limited data sharing By Robert Cardarelli, SVP at Ipsos MMA Too often these days, whenever you hear about multi-touch attribution (MTA) there is a LOT of doubt in the marketer’s mind as to whether it will deliver on its promise. Themes like “blackRead More

The Brand vs. Performance Media Debate

Let’s change the conversation to Brand + Performance Media equals a balanced investment strategy for short and long-term growth By Douglas Brooks, EVP at Ipsos MMA While it’s true that ecommerce sales can be directly tracked through last-click attribution metrics, that doesn’t necessarily mean that the digital performance media being measured, owns 100% responsibility forRead More