Blog

Insight Without Action Is Just a Nicer Report

Publishers, social platforms and programmatic companies have more audience data than ever, yet one of the most commercially important questions often sits outside their own systems: What do those people actually buy across the market?

Soccer Replaced the ‘Eye Test’ With Data. Marketing Is Still Catching Up.

Scotland's infectiously joyous, tartan-clad fan base. A 39 year old Lionel Messi, proving he's still the best in the world. The unpopularity of hydration breaks - perhaps the only thing every country’s fans agreed on. The 2026 World Cup introduced a wave of firsts to soccer’s biggest audience in history.

How Ground Truth Data Solves the AI Accountability Problem

At Cannes 2026, the conversation shifted abruptly from marveling at AI's potential to demanding proof that it actually drives business outcomes. Marketing executives and agency leaders spent the week trying to bridge the gap between the capabilities of new technology and the measurable ROI their finance teams require. The pressure to justify these investments is mounting. We're moving past the experimental phase of artificial intelligence in advertising. The focus is now entirely on accountability. The challenge is that an algorithm can't generate accountability on its own. It requires a foundation of reality.

Earning Relevance During the 39-Day World Cup Window

The 2026 World Cup runs from June 11 to July 19, creating a 39-day window that operates unlike any domestic sports property. David Kaplan recently pointed out in The Outcome that the tournament's structure presents a unique puzzle for American marketers. The matches lack commercial timeouts, the viewership is fragmented across streaming platforms, and the timeline stretches for over a month.

The Trade Desk and Attain: Retail Data Drives Real Incremental Sales

The Largest Players in Television Are Sending a Signal. Here Is What It Means.

Something worth noticing happened quietly over the past year. Netflix launched a conversion API. Roku followed. Nielsen rolled out new audience infrastructure explicitly designed to connect exposure to business outcomes. Taken together, these are signals from the largest players in television that the channel's relationship with performance measurement is changing in a fundamental way.