Damian Garbaccio and Doug Campbell on Affinity's Outcomes Marketing Council
About this episode
Ari Paparo discusses the challenges and future of advertising accountability with Damian Garbaccio and Doug Campbell.
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's…
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