Eliminating Complexity in the Marketing Ecosystem
Marketing Strategy, Marketing Measurement, Marketing Organization Cara Verwholt Marketing Strategy, Marketing Measurement, Marketing Organization Cara Verwholt

Eliminating Complexity in the Marketing Ecosystem

Marketing can be a constant exercise of doing more. Launching more channels. Onboarding more tools. Signing more partnerships. Analyzing more data. Creating more KPIs. More than ever, marketers are feeling the weight of complexity in their ecosystems. Is it time to streamline?

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The Rise of CTV and OTT Advertising and What It Means for Marketers (Performance Marketing Roundup March 2024)
Performance Marketing, CTV/OTT Advertising, Marketing Measurement, Audience Targeting Cara Verwholt Performance Marketing, CTV/OTT Advertising, Marketing Measurement, Audience Targeting Cara Verwholt

The Rise of CTV and OTT Advertising and What It Means for Marketers (Performance Marketing Roundup March 2024)

OTT is expected to account for more than half of US video subscription revenues by 2025, when it will reach $72 billion. That growth is coupled with the rise of ads on streaming platforms, creating an interesting opportunity for marketers. Advertising on CTV devices and OTT platforms has particular advantages over traditional TV advertising, like advanced targeting, real-time analytics, and increased efficiency.

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Preparing for the End of Third-Party Cookies (Performance Marketing Roundup February 2024)
Performance Marketing, Marketing Measurement, Audience Targeting Cara Verwholt Performance Marketing, Marketing Measurement, Audience Targeting Cara Verwholt

Preparing for the End of Third-Party Cookies (Performance Marketing Roundup February 2024)

While cookie-related privacy laws like the EU’s General Data Protection Regulation have been in place for many years, Google’s move last month to start deprecating third-party cookies in Chrome signals the true end of the cookie era.

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Is the CMO-CFO Relationship Healthy?
Leadership Alignment, Marketing Measurement, Marketing Budget, CMO, CFO, Brand Building Cara Verwholt Leadership Alignment, Marketing Measurement, Marketing Budget, CMO, CFO, Brand Building Cara Verwholt

Is the CMO-CFO Relationship Healthy?

The Fall 2023 CMO Survey reported some encouraging stats on CMO-CFO alignment, but also highlighted the distinct challenges that marketers face when working to increase their accountability, transparency and cross-functional alignment.

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