Dig deeper with timely and topical information that keeps you ahead of the digital curve.

Validate, learn and discover with fresh digital perspectives from successful marketing leaders.

Martin Kihn

Research VP
Martin Kihn specializes in data-driven marketing and advertising technology, focusing on the use of data to improve marketing strategy, customer acquisition and retention. He helps digital marketing leaders develop actionable insights...
Read Full Bio

Blog

What Is This ‘Holy Grail’ of Marketing, Anyway?

Martin Kihn | November 01, 2016

“You would think that the digital advertising industry has found religion given all the talk about the legendary ‘holy grail’ these days.” So said AdExchanger back in 2009, and seven years later things haven’t changed. We still talk like a…

Read Post

Blog

The 18th Century Cleric Who Invented Ad Tech

Martin Kihn | October 25, 2016

Brian O’Kelley had a problem. The 25 year-old Princeton grad was parked at a Silicon Alley startup called Right Media, run by two refugees from DoubleClick. This was when digital advertising was young, when people clicked on ads, when dot-coms…

Read Post

Blog

Cross-Device Identity: A Data Scientist Speaks

Martin Kihn | October 13, 2016

Trying to determine a person’s digital “identity” over time across devices is the mission of the moment. Every ad tech and mar tech platform, as well as data providers and aspirant start-ups, confuse prospects and customers alike with multi-syllabic descriptions…

Read Post

Blog

Should You Do Attribution or Mix Modeling, or Both?

Martin Kihn | October 06, 2016

Attribution and marketing mix modeling solutions measure the impact of marketing and media efforts, and suggest ways to improve that impact. Increasingly, marketing leaders use both methods — either in parallel or unified within the same platform — to expand…

Read Post

Blog

Is Accurate Attribution Even Possible?

Martin Kihn | September 29, 2016

A few years ago, a pair of researchers from Google and Microsoft named Randall Lewis and Justin Rao circulated a depressing paper called “On The Near Impossibility Of Measuring The Returns To Advertising.” It reappeared last December in a prestigious journal with…

Read Post

Blog

How Cross-Device Identity Matching Works (part 2)

Martin Kihn | September 20, 2016

Cross-device identity matching is the way marketers try to map devices and browsers to the same consumer to improve personalization and measurement. in our super-popular Part 1, we got half-way across the bridge by describing one common way this is…

Read Post

Blog

The Birth of Programmatic Advertising: An Oral History

Martin Kihn | September 01, 2016

No one person invented programmatic advertising, of course. But someone who was among those present at pivotal moments was Joe Zawadzki. The CEO and co-founder of MediaMath, Zawadzki cuts a floppy-haired, colorfully-lensed figure in the ad tech space. A Tesla-piloting Upper…

Read Post

Blog

Why You’re Better At Digital Marketing Than You Think

Martin Kihn | August 19, 2016

A few years ago, a survey came out revealing more than half of marketers felt they weren’t very “proficient” in digital techniques. Evidence abounds that the forces of disruption have left many groups — from small business marketers to college students (some of…

Read Post

Blog

How Cross-Device Identity Matching Works (part 1)

Martin Kihn | August 09, 2016

Cross-device identity is the thing that tells marketers and other nosy types that Device A and Device B and Browser C all belong to the same Person X. Devices (and browsers, which we’ll call devices for convenience) are matched to people. These…

Read Post

Blog

When Attribution Was Young: An Oral History

Martin Kihn | July 19, 2016

Attribution is one of those things — like parkour and the paleo lifestyle — more talked about than done. But amidst all the pixel-wringing, it’s only reasonable to remind ourselves how new this thing is. We talked recently with C3…

Read Post