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Marketers are projected to have invested nearly $400 billion in US media in 2025, based on estimates from MAGNA and eMarketer. About half of that will go toward finding new customers. Yet, as marketing investment grows, clarity on what actually drives ROI and growth continues to shrink. The loss of third-party identifiers, rising privacy restrictions and closed ecosystems have made it harder to see what’s working.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by John Nardone, CEO at [x+1], and Ed See, principal at Deloitte for marketing and customer analytics. If you tuned into the Masters Tournament last month, you were treated to a […]