Valuable morning at the ICO workshop on LLMs, agentic AI and online advertising. It’s encouraging to see open, constructive dialogue between the regulator and industry on such a fast-moving and important area.
Entropy. Modern Measurement & Marketing.
@entropyconsulting.bsky.social
Our client side, agency & data science experts work in partnership with brands to accelerate their growth. We are an ISBA partner. Founded by Alex Tait.
@krystalball.bsky.social at Digiday continues to track OpenAI's ad expansion as they look to offset their considerable costs. Thanks for including us. 👇 digiday.com/media-buying...
'Expand thoughtfully': OpenAI offers ChatGPT ads to new markets including the U.K., Brazil and Japan
Over the coming weeks it will start testing ads in its ChatGPT AI-powered chatbot in the U.K., Brazil, Japan, South Korea and Mexico.
digiday.com
A good spot by Digiday as it tracks further signals of ChatGPT's move into advertising across the EU. Thanks for including us @digidaymedia.bsky.social 👇 digiday.com/marketing/op...
What if better marketing measurement could unlock billions for the UK (or your own) economy? That’s one of the ideas we explored on the @marketingweek.bsky.social podcast. Listen to the full episode.👇 marketingweek.com/the-marketin...
Thanks for having Alex on the @marketingweek.bsky.social podcast with @jakedubbins.bsky.social @gracegollasch.bsky.social to discuss "rethinking transparency and accountability in digital advertising". 👇 www.marketingweek.com/the-marketin...
The Marketing Week Podcast: Rethinking transparency and accountability in digital advertising
In the latest episode, we discuss the role brands play in shaping the digital advertising ecosystem and whether they should hold big tech platforms to account.
marketingweek.com
This week saw genuinely important progress for Out-of-Home measurement. This is particularly encouraging because it is the implementation of a key recommendation Entropy made as part of an industry project a few years ago. 👇 entropyconsulting.io/ooh-mmm-meas...
Industry update: Entropy’s OOH measurement recommendation moves into action - Entropy
Entropy’s OOH measurement recommendation is becoming reality as better quality data for MMM models is made more accessible.
entropyconsulting.io
Insightful piece from @sebjoseph.bsky.social in @digidaymedia.bsky.social on the growth of the creator economy and the more interesting question underneath it. As investment scales, measurement has to catch up. Thanks for including us. 👇 digiday.com/marketing/a-...
A year after Unilever, the ad-funded creator economy is still catching up to its own ambition
The creator economy doesn't exist in one place. Traackr and Creator IQ can serve as a foundation, but one partner can do all of it.
digiday.com
Influencer marketing is about to face a reckoning. Not because it doesn’t work, but because it now has to prove that it does. We’ve written about why, and how to measure what’s actually driving growth: 👇 entropyconsulting.io/influencer-m...
It was always going to happen. ChatGPT is getting ads. A prediction we’ll make now: we’re about to get another media incrementality problem. 👇 entropyconsulting.io/what-will-ad...
What will ads in ChatGPT mean for measurement? - Entropy
It was always going to happen. ChatGPT is getting ads. A prediction we’ll make now: we’re about to get another media incrementality problem.
entropyconsulting.io
Posting this the other side of NYE as in this age of disinformation 2026 is going to be a critical year for democracy in the UK. Please have a read of the thread below and see how you can help. We'd appreciate a share to spread the word.
Reform Political Advertising@reformpoliticalads.bsky.social · 9mo ago🧵With a new Elections Bill expected early next year, the UK faces a once in a generation opportunity to modernise election rules that have barely changed for decades. If this moment is missed, it may not come again for a long time. Read about our campaign's progress below and how you can help. 👇
Well, we realised Entropy went a year without a blog about AI. Instead they covered topics like: 📉 What really happens when we stop advertising? 📈 How to make cross-channel attribution as actionable as possible? Read the full list below. entropyconsulting.io/entropys-top...
Entropy’s Top 5 Blogs of 2025 - Entropy
This blog lists Entropy's 5 most read marketing articles of 2025 including the topics of marketing measurement and digital attribution.
entropyconsulting.io
We bring client-side marketing expertise, radical transparency, and a challenger mindset to MMM – powering faster, sharper P&L decisions. 👉https://entropyconsulting.io/marketing-mix-modelling/
We always love getting client feedback. Hear what leading international transport company Go-Ahead Group’s marketing lead had to say about our journey together.
Imagine if, when facing budget cuts, you had a way to forecast - with accuracy - the revenue you'd generate from different media plans. That is possible. And if your organisation isn’t using it yet it could be a good time to get familiar with MMM scenario planning. Get in touch to find out more.
I remember setting up the first influencer programme for Unilever when I worked there so I was interested to hear the CEO announce he wants to work with 20 times more of them. A key challenge to support this investment is measurement. This blog tackles the topic entropyconsulting.io/measuring-th...
Measuring the incremental impact of influencers - Entropy
This blog summarises the key points from a recent Entropy & ISBA webinar looking at how to measure ROI of influencer marketing activity
entropyconsulting.io
Excellent marketing starter pack from @alextait.bsky.social - nice to included alongside some really excellent industry names to follow #adtech #martech #measurement go.bsky.app/KGUe8Lj
Entropy’s consulting service has developed a template to help you build and optimise your DTC P&L. 2025 will be a challenging year for many. Get a grip on the drivers of your ecommerce channel to maximise your profit. You can request it here. entropyconsulting.io/resource/eco...
We’ve been looking back at another momentous year in the world of measurement, marketing and commerce. And we’ve compiled a top 5 of Entropy’s most read blogs, to get a feel for what was really resonating with people this year. 👇 entropyconsulting.io/entropys-top... Have a great festive break.
Entropy’s Top 5 Blogs of 2024 - Entropy
This blog lists Entropy's 5 most read articles of 2024, including the hot topics of retail media, marketing measurement and influencer impact
entropyconsulting.io
🚀 Faster and more cost effective MMM. 😃 Designed for modern marketing. 📈 Helping you drive incremental growth. Find out more. 👉 entropyconsulting.io/marketing-mi...
Thanks for the coverage in @marketingweek.bsky.social. I'm glad also my comment resonated as the title of the article: "it's time for influencer measurement to grow up". I mention some of the solutions also. 👇 www.marketingweek.com/navigating-i...
Marketers on why it’s ‘time for influencer measurement to grow up’
Measuring influencer ROI may be new territory for many brands, but are they missing a trick by failing to see creators as a brand building channel?
marketingweek.com
BlueSky does all feel a bit retro doesn’t it (in a good way)…
Faris@farisyakob.com · 2y agoThat takes me back
We’ve been thinking through for clients the planning and measurement implications of how AI tools like Chat GPT are changing the way people search for information. We thought we'd share a few interesting insights from Ofcom’s recent ”Online Nation" report. 👇 entropyconsulting.io/3-insightful...
If you work in marketing, commerce or measurement and want a head spin this morning take a moment to check out Shopify’s Black Friday map which is back again 👉https://bfcm.shopify.com/. We've written this blog about how you can understand its true P&L impact. entropyconsulting.io/measuring-th...
Black Friday Bonanza: Understanding the true P&L impact of your promo activity - Entropy
This blog looks at how you can utilise MMM to better understand all the drivers of your Black Friday activity - or any promo campaign
entropyconsulting.io
A great starter pack of marketing, commerce and measurement accounts:
Alex Tait@alextait.bsky.social · 2y agoI've created this starter pack for (potentially) interesting accounts to following in marketing, commerce and measurement. I've started small but will add to it over the coming weeks. Also as more people come over to BlueSky. go.bsky.app/KGUe8Lj
As a newbie these starter packs are very helpful (and oddly rare in our world) - so well done @alextait.bsky.social for this one. And I'm flattered to be on it...!
Alex Tait@alextait.bsky.social · 2y agoI've created this starter pack for (potentially) interesting accounts to following in marketing, commerce and measurement. I've started small but will add to it over the coming weeks. Also as more people come over to BlueSky. go.bsky.app/KGUe8Lj
I've created this starter pack for (potentially) interesting accounts to following in marketing, commerce and measurement. I've started small but will add to it over the coming weeks. Also as more people come over to BlueSky. go.bsky.app/KGUe8Lj
Interesting marketing and measurement people
Join the conversation
go.bsky.app