The Forward

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

What is a retail media network and how can marketers use them?
Latest Aug 7, 2026

What is a retail media network and how can marketers use them?

A retail media network lets brands buy ad space on a retailer's own site, app, and stores. Here's how they work, who the top players are, and how to choose one.

Linnea Zielinski Linnea Zielinski
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The real benefits of retail media networks (and what the hype leaves out)
Aug 6, 2026 · Strategy

The real benefits of retail media networks (and what the hype leaves out)

Linnea Zielinski

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Prescient AI named Predictive Analytics Solution of the Year in the 2026 MarTech Breakthrough Awards
Aug 6, 2026 · Announcements

Prescient AI named Predictive Analytics Solution of the Year in the 2026 MarTech Breakthrough Awards

Linnea Zielinski

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What are lookalike audiences (and how do you know they're paying off)?
Aug 5, 2026 · Strategy

What are lookalike audiences (and how do you know they're paying off)?

Linnea Zielinski

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Can MMM be used for day-to-day optimization?
Aug 5, 2026 · Strategy

Can MMM be used for day-to-day optimization?

Linnea Zielinski

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A non-technical guide to deterministic data in marketing and where it falls short
Aug 4, 2026 · Marketing Measurement

A non-technical guide to deterministic data in marketing and where it falls short

Linnea Zielinski

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Quality measurement is missing from most marketing campaign management
Aug 4, 2026 · Marketing Measurement

Quality measurement is missing from most marketing campaign management

Linnea Zielinski

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What it actually takes to measure marketing continuously
Aug 3, 2026 · Marketing Measurement

What it actually takes to measure marketing continuously

Linnea Zielinski

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What marketing efficiency actually measures (and why it isn't the whole story)
Aug 3, 2026 · Marketing Measurement

What marketing efficiency actually measures (and why it isn't the whole story)

Linnea Zielinski

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What is data quality? Core dimensions, common issues, and how to measure it
Jul 31, 2026 · Strategy

What is data quality? Core dimensions, common issues, and how to measure it

Linnea Zielinski

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How to measure marketing effectiveness across platforms and channels
Jul 30, 2026 · Marketing Measurement

How to measure marketing effectiveness across platforms and channels

Linnea Zielinski

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How identity resolution works and what most guides leave out
Jul 30, 2026 · Strategy

How identity resolution works and what most guides leave out

Linnea Zielinski

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A vendor-by-vendor guide to the best incrementality testing tools in 2026
Jul 29, 2026 · Incrementality

A vendor-by-vendor guide to the best incrementality testing tools in 2026

Linnea Zielinski

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