Brittany Paril

If you’re a performance marketer in 2026, you’ve probably noticed the questions getting harder. It used to be enough to walk into a QBR with a healthy ROAS number and a dashboard full of green arrows. Today, leadership wants to know what would have happened without the spend. The board wants to know why three […]

Think about the last time someone opened a new investment account, refinanced a mortgage, or switched insurance carriers on a whim. You can’t, because it doesn’t happen. Money is personal, and nobody moves it on impulse. That single truth should reshape how every financial marketing strategy gets built, bought, and measured. Yet many finance media […]

Your multi-touch attribution report says Paid Search earned 40% of last quarter’s conversion credit. Paid Social took 35%. CTV claimed 10%, and the rest scattered across display and audio. It’s a clean chart, but it can’t answer the question that matters most: how many of those conversions would have happened anyway? If your attribution model […]

Travel media is having a major moment, but the runway is getting more crowded by the year. U.S. digital travel sales are projected to climb steadily toward $413 billion by 2030, with the number of U.S. digital travel bookers set to grow to 175.2 million as online penetration surpasses 66%. Consumer appetite hasn’t slowed either: […]

For years, omnichannel has been the word every brand, agency, and platform drops into decks and strategy calls. It sounds good. It signals sophistication. And more often than not, it describes an aspiration rather than a reality, because without integration as its foundation, omnichannel is just a collection of channels running in parallel. Integration is […]

You’ve diversified across DSPs, layered in premium publishers, and spread your investment across linear TV, CTV, social, and display. Your reach numbers appear strong, your frequency looks manageable, and your team is confident the strategy is firing on all cylinders. But how much of that reach is actually unique? Cross-platform audience duplication analysis reveals a […]

How confident are you that you’re seeing the complete picture of your programmatic campaigns? If your honest answer is “not very”, that’s not a knock on your team; it’s a systemic problem baked into how campaign measurement has worked for years. The uncomfortable truth is that most brands are making million-dollar decisions based on incomplete […]

In connected TV (CTV), few metrics get as much attention or drive as many decisions as CTV CPM. Every media buyer knows a low-teens CPM and a high-$20s CPM aren’t buying the same thing. But when the budget review hits, and someone asks why CTV costs more than digital video, the cheaper number is a […]

If you’re running B2B advertising, you’ve likely lived this moment: your campaign wraps, impressions delivered, and the reporting platform confirms your ads reached “senior decision-makers in technology.” The CPL looks reasonable, but then leadership asks the question that always follows: Did it actually work? It’s not a question of effort, it’s about evidence. For most […]

The Operational Reality of Fragmented Reporting It’s Monday morning. Your team is two hours into reconciling last week’s reports from four different media partners, and the numbers still don’t add up. Display says 1,200 conversions. CTV claims 800. Paid social reports 950. Search takes credit for 1,100. Your client’s analytics platform shows 1,400 total conversions […]