Adtech Unfiltered

Author: Basis

An advertising technology and digital media podcast with Noor Naseer for marketers looking to stay on top of trending topics impacting the digital marketing industry. Powered by Basis.
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Language: en

Genres: Business, Marketing, Technology

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The Attribution Reset (with Yousef Kattan)
Episode 2
Friday, 27 February, 2026

Yousef Kattan, Founder and CEO of Truth Marketing, joins this episode of Adtech Unfiltered for a candid conversation about the state of measurement and attribution. From the myth of last-click to the limits of a so-called "single source of truth," Yousef explores how the industry is evolving—and what it will take to get measurement right. Together with host Noor Naseer, Kattan unpacks privacy regulation, AI-driven modeling, MTA's future, and the growing responsibility agencies have to educate clients. As imperfect data, platform discrepancies, and CFO scrutiny intensify, this episode offers a timely conversation on strengthening measurement strategy.