In this episode of Deconstructing Data, hosts David Finkelstein and Jessie Lizak sit down with Ben Fenster, Co-Founder and Chief Product Officer of Anzu.io, to explore how identity, measurement, and artificial intelligence are reshaping modern digital advertising. Drawing from his experience building one of the leading in-game advertising platforms, Ben shares how marketers can move beyond legacy tracking methods, better understand campaign effectiveness, and use data to make smarter media investment decisions in a privacy-first world.
The conversation explores how brands can approach identity resolution beyond third-party cookies, why attention measurement provides a more meaningful way to evaluate advertising impact, and how incrementally, attribution, and first-party media data each play a unique role in measuring campaign success. Ben also shares the technologies powering Anzu's data infrastructure, offering a behind-the-scenes look at the tech stack his team relies on to process data, optimize performance, and drive innovation. Whether you're a marketer, data professional, or media buyer, this episode delivers practical insights into the future of advertising measurement.
Main Topics Covered
Identity Resolution Beyond the Cookie
Attention Measurement That Actually Measures Impact
Incrementality, Attribution & First-Party Media Data
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