Measurement as a Compass: Turning Paid Media Data Into Direction

Join host Molly Baker for a thoughtful conversation exploring the evolving realities of paid media in a performance-driven world. From the rise of converged media to the tension between brand and performance, this episode unpacks what it really takes to drive meaningful growth today. Our guest shares insights on incrementality, forward-looking measurement, and why transparency matters more than ever in modern media partnerships. Whether you are refining your media strategy, navigating tighter budgets, or rethinking how brand and performance work together, this conversation delivers clear, practical insight for what’s next in paid media.

MB (Molly Baker): What’s top of mind professionally right now?
KK (Kolin Kleveno): Principal trading, or principal buying, is a major topic in the industry. It’s widely discussed, often misunderstood, and sometimes weaponized. At its core, it’s leveraging media commitments to gain inventory access and potentially generate margin. There are responsible and irresponsible ways to approach it. The real issue isn’t whether it exists - it’s transparency. Clients should understand what’s happening and decide if it aligns with their business goals.

MB: Where do you personally stand on it?
KK: I believe in transparency. Like many things in advertising, it isn’t inherently good or bad. It’s about how it’s structured and communicated.

MB: What are you really good at professionally?
KK: Beyond relationship-building, I’m strong at creating connections that lead to opportunity. Partnerships work best when both sides operate from shared intent rather than a power dynamic. I enjoy bringing clarity, alignment, and collaboration into those relationships.

MB: What’s something challenging you’re working through as a leader?
KK: Balancing the desire to be liked with the responsibility to lead. When you manage people, not everyone will agree with your decisions. If you’re leading with integrity and transparency, you have to accept that discomfort sometimes comes with the job.

MB: What’s a small career decision that ended up being pivotal?
KK: Leaving my first job in the music industry after just four months. I realized the leadership environment didn’t align with my values. That decision led me into affiliate marketing and ultimately into advertising, where I’ve built a 20-plus year career.

MB: How would you define your leadership style?
KK: Empowerment. I believe in leaning into people’s strengths and aligning communication styles. I ask team members how they prefer to receive feedback and communicate, and I’m transparent about my own preferences. My role is to equip them with information, advocate for their visibility, and help them grow.

MB: When it comes to communication, what matters most?
KK: Communicating downward clearly. Teams need context. If leaders aren’t transparent about decisions and direction, it creates confusion and anxiety. I value open conversation over overly formal processes.

MB: How do you manage work-life balance?
KK: Working for a remote-first company has been transformative. Earlier in my career, I saw my family very little. Now, I’m more efficient and more present. That said, I firmly believe early-career professionals benefit from in-person environments because so much of long-term success is built on relationships formed early.

MB: How has media evolved over the past five years?
KK: The headline is converged media. The lines between channels - search, social, programmatic—have blurred. Planning by siloed channel no longer makes sense. Media should be planned holistically, and measurement should guide future decisions rather than simply validate past performance. Measurement needs to be an input, not just an output.

MB: How do audiences and measurement fit into that?
KK: Audience strategy still matters, but the signal landscape has shifted. Between privacy changes and new tools, we now have different ways to gather and interpret data. Scenario planning and forward-looking measurement are becoming more important so brands can test “what if” investment shifts rather than only analyzing past results.

MB: What are brands struggling with most right now?
KK: The tension between brand and performance marketing. They aren’t mutually exclusive, but many organizations treat them that way. There’s also often executive misalignment - finance looking at last-click attribution while marketing thinks long-term brand equity. Without alignment, strategy fragments.

MB: When budgets get tight, what’s the smartest move?
KK: Focus on incrementality. Performance will naturally get prioritized, but not every reported result is incremental growth. Brands need to understand what’s truly driving new value versus cannibalizing existing demand.

MB: What’s one thing you wish you knew earlier in your career?
KK: That being kind is more important than being nice. Nice can mean avoiding difficult conversations. Kind means having them thoughtfully because they help people grow.

MB: Did you think you’d be doing this when you were 21?
KK: Not at all. I thought I’d be building a career in music.

MB: What’s the most rewarding part of your current role?
KK: Partnerships. There’s no power dynamic - it’s collaborative. When partnerships are aligned, it’s a rising tide scenario that benefits clients, agencies, and partners alike. Maintaining and growing a strong network is incredibly rewarding.

Find Kolin on Linkedin! And visit the Tinuiti website!

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