At Recast we're on a mission to rid the world of wasted advertising spend. No one method or tool is going to get us there, so as well as our own content, we're sharing the best of what we've read on marketing measurement this week.

I’m hearing from a few people early on in their marketing careers that they don’t know what to focus on. With the trend towards automated campaigns like Google PMax and Meta Advantage+, as well as rapid advancements in generative AI with GPT-4 and Midjourney, it's hard to know what we'll be doing in 5 to 10 years.

My advice is to think about what we don't want to trust the platforms to automate. The two main bets as I see them are to either A) get good at measurement so you know what’s working independent of what Google or Meta says, or B) get good at creative so you can feed in the best possible images, videos, and text for Google and Meta to build ads out of.

We try to read everything out there that's relevant to marketing measurement, and this is the best of what we've read recently.

If you read something great this week, or want to share your own content, submit here.

This is the best of what you might have missed, anything previously posted that is still relevant today.

Just for fun...