Modern Marketing + Measurement

Europe’s Independent Ad Tech Advantage: Transparency, Identity, and What’s Next

In this episode of Modern Marketing and Measurement, Phil Acton, Country Manager UK at Adform, joins the show to explore how Europe’s independent ad tech is reshaping modern marketing through greater transparency, stronger identity foundations, and a more privacy-first approach. We dig into how omnichannel activation is evolving across CTV, digital out-of-home, and emerging retail media networks, and what it really takes to deliver relevance without relying on legacy signals.
It’s a grounded, forward-looking conversation on the practical innovations—and the mindset shifts—driving the next era of programmatic.
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Inside the Composable Future: Snowflake’s Dennis Buchheim on Data, AI, and the New Marketing Stack

In this episode of Modern Marketing and Measurement, Snowflake’s Global Head of Media, Entertainment, and Adtech Dennis Buchheim breaks down how a unified data foundation, composable technology, and emerging AI capabilities are reshaping the way brands plan, activate, and measure media. From the shift away from monolithic marketing stacks to the rise of conversational data access and agent-driven workflows, Dennis shares a clear-eyed view of where the industry is heading—and what true data ownership, privacy, and agility look like in a world moving faster than ever. David makes it easy to have a practical, forward-looking conversation designed to help marketers navigate complexity and turn data into real business momentum.
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Modern TV Strategy in Practice: A Conversation with Paul Her-Sturm of Hawthorne Advertising

Welcome back to Modern Marketing and Measurement, I’m joined today by the Senior Vice President of Digital Media at Hawthorne Advertising, Paul Her-Sturm.
We discuss blending linear and connected TV with smart measurement and localized targeting. Paul breaks down how his team approaches multi-market complexity, why CTV has become a true performance driver, and how layered attribution, smart geo-targeting, and the strategic use of AI are reshaping how marketers plan and optimize. Grab a cup and listen in as this conversation offers clear, practical insight into what’s working right now and what’s coming next.
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Beyond the Logo: How Modern Sponsorship Measurement Really Works with Fuse’s Marie Binet

In this episode of Modern Marketing and Measurement, we sit down with Marie Binet from Fuse, Omnicom’s global sports and entertainment agency, to explore why sponsorship has evolved far beyond logos on a pitch. Marie breaks down how modern partnerships function as full creative and media ecosystems, why leaning on media equivalency alone misses the true impact, and how brands can build smarter, more flexible measurement frameworks from day one. From navigating shifting fan behaviors to preparing for major global events, Marie offers a clear, conversational look at what it really takes to prove value and drive ROI in today’s complex sports marketing landscape.
 
 
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From Silos to Synergy: Magnite on Building a Unified Future for Omnichannel Measurement

In this episode of Modern Marketing and Measurement, Magnite’s VP of Strategic Partnerships International, David Snocken, joins us to explore how CTV and premium video are evolving from brand channels to measurable performance engines. We discuss the shift from brand uplift to real business results, why privacy-centric supply-side data is becoming essential, and how AI and automation are opening the door to real-time optimization. David also explains why measurement and activation are no longer separate workflows—but two sides of the same coin. It’s a candid, practical look at the path to consistent, transparent results across every screen.
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Building a Shared Language: How Incrementality Brings Marketing and Finance Together

Today on Modern Marketing and Measurement, we sit down with Michael Kaminsky, co-CEO of Recast, to learn how incrementality, experimentation, and media mix modeling combined can finally bring marketing and finance onto the same page. We envision incrementality as the “connective tissue” these teams have been missing, how MMM and experimentation work better together than alone, and why forecasting with built-in plans for learning are the new hallmarks of high-performing teams.
I really enjoyed this conversation with Michael. It’s packed with practical, science-driven insights and excellent sound-bite analogies you can take to the next meeting, so grab a cup and settle in.
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Connecting Data, Driving Outcomes: The Future of Marketing Measurement with LiveRamp’s Alexia Nakad

In this episode of Modern Marketing and Measurement, Becky talks with Alexia Nakad, VP of Brand and Commerce Media at LiveRamp, about how data collaboration and clean room technology are transforming marketing measurement. From retail media to cross-platform standardization, Alexia shares how brands like Tesco and L’Oréal are closing the loop between media spend and real business outcomes—and what it takes to build trusted data partnerships that deliver results.
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Out of Home, In the Spotlight: Why Reach and Distinctive Brand Assets Still Rule with Bauer Media Outdoor UK’s Lindsay Rapacchi

In this episode of Modern Marketing and Measurement, Lindsay Rapacchi, Director of Research and Insight at Bauer Media Outdoor UK, joins us to explore what makes Out of Home such a timeless and effective channel in today’s marketing mix.
Lindsay breaks down the power of distinctive brand assets, why reach still trumps precision, and how to avoid common missteps in marketing mix modeling and retail media positioning. From mental and physical availability to the enduring laws of brand growth, this conversation is a masterclass in keeping marketing grounded in what truly drives effectiveness.
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Scaling with Soul: How Background Noise Blends Data, Diversity, and Human Insight in Modern Marketing

In this episode of Modern Marketing and Measurement, hosts sit down with Alexis and Grace—two of the powerhouse co-founders behind Background Noise, a fast-growing, BIPOC and female-led marketing consultancy redefining how brands measure success. They share how they’ve scaled their agency by leading with authenticity, people-first insights, and data-driven creativity—while helping clients navigate attribution challenges, creator partnerships, and the fast-evolving role of AI in performance marketing.
From turning “educated guesses” into actionable strategies, to showing brands how to balance analytics with cultural understanding, this conversation is a masterclass in modern marketing with meaning.
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Breaking Through the Noise: Kevin McGehee of Horizon Media on Unified Marketing Measurement

The marketing measurement landscape has never been louder—or more fragmented. In this episode of Modern Marketing and Measurement, Kevin McGehee, EVP of Advanced Analytics at Horizon Media, explains how brands can cut through the chaos to create a single source of truth. Kevin shares how his team builds common taxonomies, ties real-time data to activation technology, and uses AI to surface actionable insights faster than ever. From shifting away from platform-reported attribution to creating predictive, omni-channel models, Kevin reveals how marketers can focus on who campaigns work for—not just what worked—and turn analytics from a rearview mirror into a growth engine.
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