How Identity and Attention Are Changing Media Measurement

In this episode of Deconstructing Data, hosts David Finkelstein and Jessie Lizak sit down with Ben Fenster, Co-Founder and Chief Product Officer of Anzu.io, to explore how identity, measurement, and artificial intelligence are reshaping modern digital advertising. Drawing from his experience building one of the leading in-game advertising platforms, Ben shares how marketers can move beyond legacy tracking methods, better understand campaign effectiveness, and use data to make smarter media investment decisions in a privacy-first world.The conversation explores how brands can approach identity resolution beyond third-party cookies, why attention measurement provides a more meaningful way to evaluate advertising impact, and how incrementally, attribution, and first-party media data each play a unique role in measuring campaign success. Ben also shares the technologies powering Anzu's data infrastructure, offering a behind-the-scenes look at the tech stack his team relies on to process data, optimize performance, and drive innovation. Whether you're a marketer, data professional, or media buyer, this episode delivers practical insights into the future of advertising measurement.Main Topics CoveredIdentity Resolution Beyond the CookieAttention Measurement That Actually Measures ImpactIncrementality, Attribution & First-Party Media DataTech StackConnect with Ben FensterWebsite: https://www.anzu.ioLinkedIn: https://www.linkedin.com/in/benfenster/Anzu.io LinkedIn: https://www.linkedin.com/company/anzuio/Follow BDEX to stay updated on upcoming episodesWebsite: ⁠https://www.bdex.comLinkedIn: ⁠https://www.linkedin.com/company/bdex/YouTube: ⁠https://www.youtube.com/channel/UC9J5k2SM3PNT6FVnX3N022AConnect with David FinkelsteinLinkedIn: https://www.linkedin.com/in/finkelsteindavid/ Connect with Jessie LizakLinkedIn: ⁠https://www.linkedin.com/in/jessie-lizak/⁠