Thought Leadership

Attribution Playbook for Marketing Teams

Get the eBook written by Digital Marketing experts

A guide to Attribution for Marketers: what the various models are available, what’s changing about them, and how to best use them in the future.

Get the full document where we go through:

  • How Advertisers of different sizes will adapt and thrive
  • How Media Mix Modelling is being transformed
  • How MTA will work in a ID constrained world
  • How conversion tracking of multiple Walled Gardens will be a tracking bedrock
  • How to put together a modern measurement framework
  • And much much more…

CDP Playbook

Customer Identity and User Privacy are critical challenges to the digital advertising industry. 

The last couple of years have seen legislative changes, browser and device changes, and growth in data volumes, making it more difficult and expensive to achieve the same marketing success competitively and on budget. 

The Customer Data Platform is one of the major technologies being deployed to solve these challenges. If you’re thinking about buying a Customer Data Platform (CDP), then you know it’s a big decision to make. You’ve heard a CDP the only way to truly access and manage your data, but is that really true?

Can a CDP really solve your data issues and how will it work with the rest of your tech-stack? These are central questions to address. CvE is helping advertising brands and publishers to understand the impacts of a cookieless world, create a future, and roll out new solutions so they can meet these changes with confidence and grow out of the pandemic. 

Growth Marketing Report CvE

Why Every Brand Should Adopt a ‘Growth Marketing’ Mindset Report

Ever wondered about ‘Growth Marketing’?

New Digital Age and digital marketing consultancy CvE – Control v Exposed – recently held a roundtable discussion with senior marketers from a variety of mass-market and DTC brands. The discussion included Mondelez, Unilever and Weetabix as well as brands that operate with a DTC model such as Bella & Duke, Gymbox and NIVEA, which recently launched a DTC e-commerce platform.

NDA editor Justin Pearse chaired the discussion and was joined by CvE’s Paul Frampton, Global President, and Aidan Mark, Global Director, Performance Strategy. The discussion was focused on how these businesses are all adopting a growth marketing approach, with the brand representatives sharing their thoughts on this emerging discipline.

The Four Ts of A Successful In-Housing Journey

The Four T’s of A Successful In-Housing Journey

Understanding what is required for a successful in-housing strategy is crucial before embarking on your journey. When you decide to implement an effective in-housing model, there are four key areas to consider and that we address as: The four principles of ‘right-housing’: Transformation, Talent, Technology, and Tab.


Gartner Magic Quadrant – AdTech Commentary by CvE

ISBA and CvE have partnered with the Performance and Programmatic Group to support brands in understanding the DSP and SSP landscape. This report dissects the Gartner Magic Quadrant to help brands decide which tech players match your specific set of requirements in order to determine which tech partners are best suited. CvE have taken excerpts of the Gartner report and added the CvE perspective along with some aspects that weren’t included such as missing DSP’s and CDP brands.

Measurement Workshop

The Importance of Incrementality, and How to Measure It

Measurement dictates how brands activate media. Simply put, advertisers do more of the marketing that works according to the KPI’s that are set.

Digital and performance media has been sold on the promise that digital was a highly measurable media but that is not always the case. In the era of digital and performance marketing, global marketing effectiveness at an aggregate level has been declining since 2008.

In this workshop we will challenge much of the performance industry measurement best practice, giving you an honest and plain English take on what all these new metrics mean to you and your business.

CvE Prove your advertising works

Prove your Advertising Works

Be The Smartest One In The Boardroom! This eBook by Jay Friedman examines the challenges CMOs face in harnessing, communicating, and acting on digital marketing’s results. Designed to help all leaders across the C-suite better understand digital marketing’s role in the company’s financial success, this book offers a guide to discussing this confidently among leadership teams and prove that digital advertising is driving real business value.

Download the eBook now!

The Keys To Effective Local Marketing

The 10 Pillars of Local Marketing

How do brands ensure that their local advertising is effective and not just a waste of time, resources, and money? The past year has changed the way that all brands conduct their business and interact with customers. In this report, we explore the best approaches to local marketing and what brands can do to make sure they’re not falling short when attempting to form closer relationships with consumers who are increasingly demanding more personalised and localised experiences.

Learn by downloading our report!

CvE Advanced TV Guide

Are You Up-To-Date With The Advanced TV Landscape?

Transforming your TV strategy is a must to survive in today’s new normal, and advertisers that are only on linear TV are missing out. Advanced TV’s complex,  convoluted ecosystem has caused considerable confusion in the industry. The advanced TV landscape has overlapping terminology,  blurred boundaries, and numerous methods of distribution.

Unpack all you need to know in our guide now!

CvE - Going Cookieless Guide

In A Cookieless World, How Would Advertising Change?

Cookies were never intended to be the foundation of targeted advertising.  Learn where ad tech is headed and how brands can best prepare. Discover current and potential cookieless solutions all explained in this handy guide.

Learn how to thrive in a Cookieless World!

CvE The four T's of right housing Part 1 Transformation

Four Principles of Right House – Part 1 Transformation

Advertisers are increasingly looking to in-house some or all of their digital, data, and tech capabilities. There is a growing frustration amongst advertisers that the agency operating models of today need to adapt, hence a determination amongst many brands to re-imagine the model. 

CvE The four T's of right housing Part 2 Technology

Four Principles of Right House – Part 2 Technology

Future Operating Models

This is the second part of a four piece series that examines how to approach all the basic aspects of in-housing. Principle one is Transformation. Principle two is technology, and this article will explore how a brand that wants to own its technology contracts and data sets should go about building a function that can process up to 30 million new rows of data a day, and how it can analyse and utilise this data to drive business success. It will also delve into the topic of partnerships and what brands should seek in terms of technology partners in order to get the best set-up for both the short and long-term.

CvE The four T's of right housing Part 3 Talent

Four Principles of Right House – Part 3 Talent

Future Operating Models:

In-housing is a hot marketing topic, and one that has unsurprisingly gained traction as the coronavirus pandemic rumbles on. Suddenly, working life was turned on its head as organisations had to change established processes and practices on the fly in order to deliver something akin to ‘business as usual’.

CvE The four T's of right housing Part 4 Tab (costs)

Four Principles of Right House – Part 4 Tab (costs)

Future Operating Models

Advertisers the world over are increasingly looking to in-house some or all of their digital, data and tech capabilities. Study after study shows that in the UK, Europe, and the States the trajectory for in-housing is upwards. There is a growing frustration amongst advertisers that the agency operating models of today need to adapt, hence a determination amongst many brands to re-imagine the model. To do this, we need to step away from the commoditisation that threatens to define our industry and acknowledge that there is no one-size-fits-all solution to in-housing.

CvE Marketing Data Marketing Strategy Glossary

Data Strategy Glossary

What is a data strategy? It’s creating a strategic plan designed to capture, enhance, manage and activate data makes it possible for marketers to reach, connect, understand and study their audience at all touchpoints throughout the customer journey. Download the marketing data strategy glossary to learn all the need-to-know terminology. Warning: you might become a know-it-all after reading.

CvE Data Strategy Playbook

Data Strategy Playbook

Download The Data Strategy Playbook to learn the recipe for capturing, enhancing, managing, and activating data in your marketing strategy to produce delicious outcomes. We promise this playbook will come in candy.

CvE InHousing Playbook

In-Housing Playbook

In-housing done wrong can lead to expensive mistakes that are often difficult to unwind. We promise after reading, you won’t feel like you’re just winging it when it comes to in-housing!

Before starting your journey, it’s crucial to understand what’s required for a successful in-housing strategy, including:


  • Technology – Navigating a broad set of best-in-class technology best suited to you
  • Talent – Considerations to address when hiring and choosing your in-housing talent
  • Transformation – Set of key things to consider before committing to in-housing
  • Tab – Delivering on your brand promise
CvE 10 Pillars of DTC Marketing

10 Pillars Of Success For DTC Brands

CvE commissioned a report alongside New Digital Age to explore the dynamics of how European-based DTC brands have developed their marketing strategies to deliver growth. In this exclusive report, we unveil the TEN Pillars of Success for DTC Brands and discuss how these learnings can be applied by both emerging DTC brands plus FMCG brands looking to pivot to a more direct model. The report features exclusive interviews with, Otty mattresses, Piglet in Bed, Don’t Buy Her Flowers and Pip&Nut. This report is packed with unique insight and is available for download now.

Explore the dynamics of how DTC brands have developed their marketing strategies to deliver growth.