The Business Of Data With Jon Lafayette: The More You Know
With more data available, you should know more and be able to make better decisions. And yet, it seems marketers are drowning in data, according to a survey that shows they're less confident in how to use the metrics they've got. Don't worry. Things will get better. Won't they?
More Measurement Isn’t Making Marketers More Confident: Study
‘We’re drowning in dashboards. We don’t need another report. We need a single version of reality,’ said one marketer surveyed
More data isn’t making marketers more confident in the decisions they need to make.
While the industry has “never been more data-rich,” a new report from the Coalition for Innovative Media Measurement and the American Association of Advertising Agencies found that “executives are overwhelmed with the task of prioritizing data inputs, linking disparate data across different sources and harmonizing definitions across ‘black box’ metrics.”
The report, The Paradox of Plenty, sponsored by Kochava, Nielsen, and TechEdge, looks at seven types of measurement areas: media delivery, media verification, audience delivery, attention metrics, brand impact, media performance and attribution metrics. [READ MORE]
Advertisers Boosting Spending on Connected TV, New Study Finds
If the way to figure out what’s going on is to follow the money, the story in the television business continues to be the shift to streaming and connected TV.
The latest example is a new survey released by Advertiser Perceptions and Premion showing more money going into CTV.
According to the study, 70% of CTV advertisers said they plan to increase CTV spending in 2026. The average magnitude of the increase is 17%. [READ MORE]
PEOPLE
Brendan McCarthy was appointed chief marketing & communications officer at Seedtag. McCarthy had been CMO at Criteo.
"At Seedtag, we believe the future of advertising isn't about tracking people— it's about understanding them," said Brian Gleason, CEO of Seedtag. "Brendan brings the rare ability to turn vision into momentum and innovation into impact. As we expand our Neuro-Contextual platform globally, his leadership will help brands connect with audiences in more meaningful, measurable ways."
David Algranati was named chief research and production officer at Tenetic. Algranati was previously chief innovation officer at Comscore.
“David’s deep expertise in product innovation and operational excellence makes him an invaluable addition to our leadership team,” says Chris Wilson, CEO of Tenetic. “I’ve seen this firsthand through our time together at several companies. His ability to align complex systems to drive measurable, high-quality outcomes will strengthen our foundation as we build the next generation of intelligent insights and solutions for a rapidly changing market.”
Taly El-Zmetr was named COO at Cadent. Most recently, El-Zmetr had been VP of operating and client services at Walmart Connect.
"As we continue to unify advertising, the complexity of our partnerships requires a new level of operational excellence. Bringing Taly on board is a pivotal moment for Cadent. We are not just adding a role; we’re making a definitive statement about our future," said Nick Troiano, CEO of Cadent. "Taly’s proven leadership in building and scaling client-centric operations at world-class organizations will be a competitive advantage, ensuring our execution is as innovative as our technology."
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