Intelligence — Topic
Industry & Holding Company
Every published analysis filed under Industry & Holding Company, newest first.
4 articles
15 Sept 2026 · 7 min
TTD Just Added Its Third Brand Lift Vendor. That's the Real Story.
LoopMe is now the third separate brand lift measurement vendor living inside The Trade Desk's platform, joining Lucid and Kantar. That's not redundancy. It's a deliberate strategy with a real consequence: the "brand lift" a campaign shows now depends partly on which of three different vendors happened to run the study.
15 Sept 2026 · 8 min
The Attribution Report Most Marketers Cite Was Never Built to Answer Their Question
A modern media plan runs Search, YouTube, Meta, and programmatic partners like The Trade Desk, Criteo and StackAdapt at the same time. GA4 sees all of it through one lens, click-based, session-driven, last-touch, and Google itself spent three years refusing to say which of its own channels, PMax, Demand Gen, YouTube, actually produced the results it was claiming credit for. The confident verdict built on top of that isn't measuring what anyone thinks it's measuring.
15 Sept 2026 · 7 min
The "Skin in the Game" Idea Has a Hidden Assumption Nobody's Checking
Brands need to show results in dollars or watch their share erode, that part isn't in dispute. The harder truth is that "just make every partner price on outcomes" assumes every partner has an outcome it can honestly claim credit for. Some genuinely do, and they're already using that clarity to get closer to the client than the agency sitting between them.
3 Sept 2026 · 7 min
Publicis Isn't Winning Pitches Anymore. It's Skipping Them.
PepsiCo just handed Publicis its entire global media business, 200-plus markets, the full portfolio, without running a pitch. The bigger tell is what Publicis did immediately after: walked away from Coca-Cola's $4 billion review rather than try to serve both.