The Forward

Analysis, benchmarks, and practical guidance on marketing measurement and budget optimization for growth teams.

Commerce media is promising, but its measurement lags behind
Latest Sep 4, 2026

Commerce media is promising, but its measurement lags behind

Commerce media is reshaping advertising, but it gets confused with retail media. Learn the differences, where inventory shows up, and how to measure its impact.

Linnea Zielinski Linnea Zielinski
Read article

All articles

What marketers need to know about Connecticut privacy laws (CTDPA)
Sep 3, 2026 · Marketing Measurement

What marketers need to know about Connecticut privacy laws (CTDPA)

Linnea Zielinski

Read article
Why halo effects matter even more for subscription businesses
Sep 3, 2026 · POV

Why halo effects matter even more for subscription businesses

Linnea Zielinski

Read article
How to develop a marketing strategy that actually drives results
Sep 2, 2026 · Strategy

How to develop a marketing strategy that actually drives results

Linnea Zielinski

Read article
Why don't holdout test results hold up over time?
Sep 2, 2026 · Marketing Measurement

Why don't holdout test results hold up over time?

Linnea Zielinski

Read article
How closed loop attribution connects your marketing spend to real revenue
Sep 1, 2026 · Marketing Measurement

How closed loop attribution connects your marketing spend to real revenue

Linnea Zielinski

Read article
How the time decay attribution model works, when to use it, and where it falls short
Sep 1, 2026 · Marketing Measurement

How the time decay attribution model works, when to use it, and where it falls short

Linnea Zielinski

Read article
Is pixel tracking considered selling personal data? Sometimes.
Aug 31, 2026 · Marketing Measurement

Is pixel tracking considered selling personal data? Sometimes.

Linnea Zielinski

Read article
Virginia privacy laws: What marketers need to know about the VCDPA
Aug 31, 2026 · Marketing Measurement

Virginia privacy laws: What marketers need to know about the VCDPA

Linnea Zielinski

Read article
Understanding how Colorado privacy laws change your marketing measurement
Aug 28, 2026 · Marketing Measurement

Understanding how Colorado privacy laws change your marketing measurement

Linnea Zielinski

Read article
MTA vs. holdout tests vs. Prescient: What each one can (and can't) tell you
Aug 27, 2026 · Marketing Measurement

MTA vs. holdout tests vs. Prescient: What each one can (and can't) tell you

Linnea Zielinski

Read article
How to actually optimize your ad spend (not just cut waste)
Aug 27, 2026 · Strategy

How to actually optimize your ad spend (not just cut waste)

Linnea Zielinski

Read article
How to build an always-on marketing strategy that actually compounds
Aug 26, 2026 · Strategy

How to build an always-on marketing strategy that actually compounds

Linnea Zielinski

Read article

The Halo

Exclusive insights, every week.

Subscribe to The Halo for sharper marketing thinking.

Unsubscribe anytime. We respect your inbox.