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  • Five Ways B2B Marketers Can Finally Unlock the Power of Their Data

     POVs   December 17, 2025  

    Recent research shows that B2B brands are lagging behind their B2C counterparts when it comes to leveraging data, significantly hurting their bottom-line success. These five key strategies will ensure your B2B brand is not one of them.

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  • IAS Launches IAS Agent

     Marketing News   December 16, 2025  

    Integral Ad Science (IAS) on Tuesday announced the launch of IAS Agent, an AI-powered assistant that helps users gather campaign insights and improve ad performance. Rolling out during CES 2026, the tool is touted as "explainable AI" and provides transparent self-reporting, recommendations for brand safety, and a streamlined pre-campaign setup.

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  • Black Boxes Are Ubiquitous, Yet Still Holding Marketing Back

     Leading Edge   December 15, 2025  

    Brands and their partners can take steps to give themselves transparency and control to produce better business outcomes. They should start with identity, where transparency and control have tremendous leverage on results.

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  • How to Make Your ABM Unforgettable

     Event Recaps   December 12, 2025  

    Andy Penkalski, associate director at Bader Rutter, discussed how to blend a traditional account-based marketing (ABM) approach with a media and data activation strategy that goes beyond traditional B2B channels and make your marketing messages not just unavoidable but totally unforgettable.

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  • Auctions and Agents: The Next Evolution of Digital Advertising

     Leading Edge   December 11, 2025  

    Vlad Stesin, CEO at Optable, discusses Ad Context Protocol (AdCP) and how marketers can harness the technology.

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  • Building Customer-360 Views Through Progressive Profiling

     Webinar Rewinds   December 11, 2025  

    In this webinar, learn how progressive profiling offers a transformative approach to customer engagement. By thoughtfully capturing data over time — at moments of real value and with explicit consent — brands can assemble a unified, dynamic Customer-360 view.

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  • 5 Strategies Top Marketing Teams Use that Low Performers Miss

     Leading Edge   December 10, 2025  

    Drawing from insights in Fratzke Consulting’s latest 2026 Digital Marketing Trends Report, which surveyed over 350 marketing leaders across industries and maturity levels, this piece will highlight five proven strategies that distinguish high-performing marketing organizations from the rest.

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  • The New Rules of Marketing Measurement in the Age of AI

     Leading Edge   December 10, 2025  

    With agentic AI, not only can actual data analysts measure advertising in more ways, AI makes it more approachable for a broader set of people on the marketing team to run analytics using natural language and intuitive prompts. However, several key elements need to be in place for advertisers to reap the full benefit.

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  • Verizon’s Fogley Talks Connecting Measurement to Business Outcomes

     Event Recaps   December 9, 2025  

    Verizon’s Mike Fogley shared how the company transformed marketing effectiveness from reporting outputs to guiding strategic decisions, linking measurement to business outcomes and building trust with the C-suite.

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  • 2026 Ad Tech Forecast: Simplification, Context, and the Rise of Agentic AI

     Leading Edge   December 5, 2025  

    Brendan Norman, co-founder and CEO of Classify, discusses tech trends for 2026.

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  • How This Company Leveraged Precise ABM

     Event Recaps   December 3, 2025  

    ABM can serve as marketing’s “special forces” when it matters most. Ryan Elmiger, senior manager at public sector ABM at ServiceNow, explored how to identify the right fit for ABM, set clear expectations with sales, and guide sales teams in recognizing which opportunities are best suited for ABM support.

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  • What the Disney and YouTube TV Dispute Revealed About Live Sports Streaming Behavior

     Knowledge Partners   December 3, 2025  

    The Disney–YouTube TV blackout revealed that sports fans are loyal to content, not platforms, and that programmatic strategies must adapt quickly to shifting streaming behaviors.

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  • Prudential Financial Uses Attention as a Marketing Metric

     Event Recaps   December 2, 2025  

    Prudential Financial discussed using attention as a marketing measurement strategy during a session at a November, 12 2025 ANA One-Day conference.

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  • How Mars Snacking Is Leveraging Data and Measurement to Build World Class Iconic Brands

     Conference Session Videos   December 1, 2025  

    In this conversation, ANA's David Fogarty, sat down with Gülen Bengi and Sam Chang at Mars Snacking, to explore how Mars is evolving its brand-building model while strengthening the measurement systems that fuel personalization, creativity, and growth.

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  • Harnessing Constraints to Prioritize for Impact

     Event Recaps   November 20, 2025  

    At the ANA Mastering Portrayal & Performance: Frameworks for Accelerating Growth meeting, Kate Roberts, senior director of strategic accounts and managed solutions at Cella, guided marketers through the process of focusing on activities that directly contribute to business impact using proven channels and partnering cross-functionally with teams for sharp-focus execution.

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  • Walled Gardens

     ASK Answers   November 20, 2025  

    What are walled gardens, and how are marketers interacting with them?

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  • Attribution Is Broken — Here’s How to Fix It | On Scope

     Podcast Clips   November 18, 2025  

    Paul Boruta, founder and CEO at Slingwave, explains why attribution is not working for marketers and shares his thoughts about how to chart a new course, including leaning into what he refers to as the “three pillars of incrementality.”

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  • How to Design Marketing Experiments That Yield Actionable Results | On Scope

     Podcast Clips   November 18, 2025  

    Slingwave’s Paul Boruta — who specializes in helping businesses to make informed marketing investment decisions — shares his best tips for designing marketing experiments that yield datapoints that your team can actually act on.

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  • Knowing the Difference Between Interesting Data and Useful Data | On Scope

     Podcast Clips   November 18, 2025  

    Slingwave’s Paul Boruta — who specializes in helping businesses to make informed marketing investment decisions — shares his tip for how to tell the difference between an interesting datapoint and a datapoint that is meaningful to driving business outcomes.

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  • How to Make Marketing Experiments That Actually Work with Paul Boruta

     On Scope   November 13, 2025  

    Paul Boruta, founder and CEO at Slingwave, joins the show to break down the importance of incrementality, share tips on designing marketing experiments that actually work, and provide insight into differentiating between datapoints that are interesting and those that are meaningful to the business.

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