Chester Scott

speaker

356 appearances 4 recordings 1 series first heard Aug 2026 last heard 16 Aug

Chester Scott’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 4 in all, peaking in Aug 2026 with 4.

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Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast · How Bad Data Corrupts AI Bidding and CAC Performance · 12 Aug 2026 podcast

You've got the new entrants um from from ChatGPT, you've got TikTok uh TikTok in the mix, you've got Bing and all of their respective ads, you've got social search and so

That kind of ecosystem is bigger than it ever has been before.

And so we're no longer trying to understand the signals and then the downstream impact of one channel and one campaign type.

We're actually trying to understand the signals and then the impact of all of this diversification from a channel perspective that's happening as well.

And so I think that that is definitely.

A significant challenge.

How do all of these channels, platforms, campaign types, how do they play nicely together?

So that's the first challenge.

The second the second challenge is ultimately about data volume.

I think that once upon a time it was all about how can we collect more data?

How do we get as much data as we possibly can because that's going to make us better at everything else that we do in terms of our planning, our decision making, our optimization, our measurements.

But I think maybe to some degree we've gone, you know, so far the other way.

The pendulum swung so far the other way.

The real challenge that the advertisers have now is how do we s um separate signal from noise?

What data points and signals are actually important in order for us to be effective?

And what actually is a nice to have, but it's not business critical and it's it's cluttering.

those those decision-making processes.

So that's equally a significant problem.

And then you've got the measurement challenge, right?

And, you know, I think you might have used some examples there in in your question around GA4 and other solutions.

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