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Written articles covering data-driven marketing principles, technical explainers, industry commentary and more.

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Everything you wanted to know about Identity Graphs (but were afraid to ask)

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The Context of Personalised Advertising

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modern marketing measurement
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The Modern Marketing Measurement Field Guide

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Incrementality North Star
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Incrementality as the North Star and Ground Truth for Marketing Measurement

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Everything you wanted to know about Data Clean Rooms (but were afraid to ask)

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The Modern Measurement Triad

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Value-Based Optimisation for Improved Business Impact

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Marketing Stack Orchestration Will Save You

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What’s Old is New Again – Marketing Mix Modeling in a Post-Cookie World

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Supply, Demand and Power Dynamics in AdTech

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A Word on Process Knowledge

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Paying for the Internet

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Black Box Gravity

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The MadTech Convergence

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