Elections, Olympics, Cookies, Oh My! Approaches to Experimentation in 2H 2024
The next 6-to-12 months present marketers and brands with a potent concoction of phenomena that are sure to, at a minimum, cause shifts in media economics and, at a maximum, completely upend entire advertising programs and their measurement models. Add to the mix the emotional instability these events cause in us as consumers, and we're...