Ari Paparo sits down with Damian Garbaccio, Chief Commercial and Marketing Officer at Affinity Solutions, and Doug Campbell, Chief Strategy Officer at DoubleVerify, to discuss why 91% of marketers distrust platform-reported results, the rise of outcome-based measurement, the role of verified purchase data, AI-driven optimization, media waste, and the future of advertising accountability. Takeaways 91% of marketers distrust platform-reported results, signaling a major measurement credibility gap. Brands want to optimize toward real purchase outcomes, but technical and organizational barriers remain. Verified transaction data and independent measurement are becoming essential for improving accountability. Reducing delays and complexity between purchase data and optimization systems can improve campaign performance. AI can enhance marketing outcomes, but its effectiveness depends on the quality of the data it receives. CMOs face growing pressure to prove measurable business results and justify marketing investments. Chapters 00:00 Introduction to the Affinity Solutions Outcome Marketing Council 00:29 Why the council was created and its mission 01:34 The new report: Measurement&#x27;s Tipping Point 02:28 Challenges connecting ad exposure to purchase behavior 03:06 Key survey findings and marketer sentiment 03:19 Why 91% of marketers distrust platform-reported results 05:31 Why marketers still rely on proxy metrics 07:10 The value of real purchase and transaction data 08:21 Barriers preventing outcome-based optimization 09:17 Platform measurement challenges and attribution overlap 09:38 Speed, data paths, and optimization challenges 10:53 The importance of third-party measurement 11:10 How much waste exists in media measurement? 13:04 Best practices for verified outcomes and optimization 14:20 How far the industry has progressed in recent years 14:44 AI, data quality, and marketing performance 16:45 Advice for CMOs navigating measurement uncertainty 17:43 Organizational change and financial accountability 18:30 Why the opportunity for innovation remains strong Guests: Ari Paparo, Damian Garbaccio, Doug Campbell Learn more about your ad choices. Visit megaphone.fm/adchoices

Damian Garbaccio and Doug Campbell on Affinity's Outcomes Marketing Council

Marketecture: Get Smart. Fast.

# Full Transcript

**Podcast:** Marketecture: Get Smart. Fast.

## Participants

- **Ari Paparo** (None)
- **Damian Garbaccio** (Affinity Solutions)
- **Doug Campbell** (DoubleVerify)

## Transcript

Welcome to Marketecture, where you can get smart fast with in-depth interviews of leading executives. I'm Ari Paparo. I'm here today with two guests. We have Damian Garbaccio, the Chief Commercial and Marketing Officer for Affinity Solutions. Damian, did I mangle your last name? Damian Garbaccio No, that was perfect. That was good. Okay. And Doug Campbell, the Chief Strategy Officer for DoubleVerify. I think I got your name right, Doug. So why do we have two guests? What are we here to talk about? Well,

there's a new thing in town. It's called the Affinity Solutions Outcome Marketing Council, a little bit of a mouthful. And it is a, it's described to me as a collaborative forum of marketing and advertising leaders focused on advancing accountability and media measurement. And they just came out with a report. So that's what we want to talk about. So Damian, you want to tell us what this is all about? Yeah, well, happily, and maybe it's just a function of my age. I know a lot of folks in the space have been around for a little bit. And, and our work at Affinity is really

about outcome and outcome marketing and measurement. So we thought it was a really good idea rather than just sort of talk about our own companies, but get a group of individuals together, some who have been in our space for a long time, and some who have been successful and left to really bring a group together to try to help the market, try to help the ecosystem have better marketing outcomes. And, and what's stopping it? What do the opportunities exist?

And so it's a very sort of collaborative effort to help the market. Right. And so what, what did you publish? You published a report measurements, tipping point, the optimization blueprint for brand growth. Do you want to go through it or Doug or both? Well, I can just outline it. I, Doug is a, one of the significant members of the outcome marketing council. So I, I certainly, and his input was crucial here, but essentially we, we did a survey.

A survey specifically to talk to brands and their agencies. It was like 80% brands and understand their point of view, what's working, what's not around measurement. Everyone's using outcomes and optimization and all these words that hopefully have meaning. But we kind of dug in a little, but we kind of dug in a little and realized that there was a lot of gaps and there was a lot of ways to improve. And that's our goal is to help improve. And certainly Doug had a perspective, so I'll hand it off to him.

Yeah, sure. I mean, you know, from my perspective, look, after all these years, it's still pretty difficult to connect ad exposure to actual purchase data. And certainly very difficult to do it in real time for both measurement and for optimization.

And so we went out and we wanted to fi...

Damian Garbaccio and Doug Campbell on Affinity's Outcomes Marketing Council

Transcript

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Damian Garbaccio and Doug Campbell on Affinity's Outcomes Marketing Council

Transcript

Built for investment professionals

Every day you wait, your competitors are findingedge in conversations you're not hearing.

Every day you wait, your competitors are finding
edge in conversations you're not hearing.