Marketing Analytics with Fexingo · 2026-09-06 · 12 min
With third-party cookies effectively dead, marketers are pivoting to contextual targeting as the primary measurement engine. This episode dissects how leading brands are using semantic analysis and real-time content classification to replace behavioral tracking. We look at a specific case where a major retailer shifted budget from cookie-based retargeting to high-intent page placement, resulting in a twelve percent lift in conversion rates while maintaining privacy compliance. Lucas and Luna break down the mechanics of topical clustering, explain why viewability metrics now matter more than click-through rates for brand safety, and offer a practical framework for auditing your current media buys against this new standard. If you are still relying on cross-site user identification for attribution, this is the blueprint for building a resilient, cookie-less measurement stack that actually works in today’s fragmented digital landscape.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
Adtech, AI, and the illusion of speed with Infolinks CEO Bob RegularCouch Confidentials by Martech Therapy · on contextual targeting85 / 100
Micro-Changes in Guest Experience for Macro Revenues | with Danica SmithGAIN Momentum · on Semantic analysis79 / 100
How CMOs Use Zero-Party Data to Fix PersonalizationThe CMO Podcast with Fexingo · on privacy first marketing
Why Incremental Lift Testing Beats Attribution91 / 100How Brand Lift Studies Reveal True Marketing ImpactHow Offline Sales Drive Online Marketing ROIHow First-Party Data Reshapes AttributionThe Hidden Cost of Free Samples in Marketing