In-depth coverage of the latest Measurement & Attribution developments, trends, and analysis — curated daily.
The ad industry's old metrics are creating more confusion than clarity. PadSquad is betting big on offline signals to finally bridge the gap between digital impressions and real-world business results.
Migrating measurement systems in mobile gaming isn't just an IT headache; it's a high-stakes operation threatening core business functions. One studio, however, just rewrote the playbook for a smoothly transition.
They say digital audio can do it all, from brand awareness to actual purchases. A new study from Audion and Happydemics lays out the numbers, but is it really that simple?
Forget social followers. Boards want revenue. This article dissects the marketing metrics that finally speak the language of profit and shareholder value.
Your website traffic might be down, but the influence is still there. AI search is changing how users discover information, and marketers are scrambling to keep up.
Warner Bros. Discovery just dropped a tech bomb at its upfront, showcasing a new era of real-time ad performance measurement powered by AI agents and live data streams.
Coca-Cola is championing a new metric, Universal Media Measurement (UMM), to unify how brands assess ad spend across fragmented channels. The ambitious framework, developed over seven years, promises a common currency for paid, owned, earned, and shared media, but its path to widespread adoption is far from clear.
Forget 'opportunity to see.' Channel 4 is proving out-of-home advertising's true power with a radical new measurement approach. It’s about time.
The long-held simplicity of last-click attribution is crumbling. In our AI-first world, this outdated model actively steers marketers toward demonstrably bad decisions, rewarding the wrong work and hiding true influence.
Integral Ad Science is making some big claims about brand safety, touting a 200x return on investment by layering their media quality data on top of Mastercard's transaction records. Does the math add up?
Google's latest push aims to untangle the ad measurement mess. New tools promise better data, cleaner experiments, and simpler MMM.
Google's latest measurement suite, spearheaded by Meridian GeoX, hints at a seismic shift driven by AI. The tech giant is rolling out tools that promise more causal insights, and we're here to unpack what it all means.