Future-Proofing Your Programmatic Data Strategy for 2025

Winning in performance marketing in 2025 will require a big step back from the “numbers for numbers’ sake” mindset and force companies to finally embrace smarter, more meaningful strategies that drive sustainable growth. This is the view of Megan Price, Programmatic Supervisor, and Michael Hew, Associate Director of Data & Reporting Ops at M&C Saatchi Performance, who joined Peggy Anne Salz on this episode of In The Groove. Megan reveals opportunities to diversify your media spend and adopt an audience-first approach that breaks through the silos that keep valuable customer and contextual data from becoming actionable. At the same time, Michael shares M&C Saatchi's measurement trifecta—an essential toolkit that combines attribution, incremental testing, and marketing mix modeling for marketers looking to balance real-time insights with a long-term vision. Join us as Megan, Michael, and Peggy Anne Salz bust popular programmatic myths and prep your data for success in 2025. CHAPTER TIMESTAMPS 00:00 - Intro 02:57 - Most pressing challenges of 2025 05:04 - Practical steps to use data effectively 13:06 - Something surprising 15:50 - The exciting part of old tools 17:51 - Diversification 21:19 - Performance can serve brand marketing too 26:17 - The right metrics to follow 29:50 - 2025 cheatsheet for brands 35:58 - The top industry trends 38:34 - Privacy-focused challenges in 2025 40:48 - Rapid-fire insights