The web's measurement woes? Apparently, we've been here before. Mobile marketers faced the same signal chaos years ago, and their old-school tactics are now the web's only hope.
Google's latest move to bake Meridian, an open-source Marketing Mix Model, directly into Google Analytics 360 signals a deeper push for unified measurement. This integration aims to bridge the gap between raw data and actionable strategy.
For years, ad platforms have been accused of marking their own homework when it comes to ad measurement. Now, Snap is proposing a radical shift with its new Unified Attribution product.
Forget incrementality as your sole budget guru. A veteran tech journalist explains why a single metric like MER is vital for understanding your true marketing ROI.
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.
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.
Google's latest push aims to untangle the ad measurement mess. New tools promise better data, cleaner experiments, and simpler MMM.
Retail media networks have long struggled to prove ad effectiveness. Now, Best Buy Ads is betting on a multi-layered measurement approach to tackle the core challenge of incrementality.
Rakuten and impact.com have inked a strategic alliance, aiming to bring cohesion and scale to the increasingly vital partnership economy. The move bundles Rakuten's consumer reach and managed services with impact.com's tech infrastructure, promising a more unified performance marketing ecosystem.
Commerce media is skyrocketing, but traditional marketing metrics are falling behind. IAB's Caroline Geigerich argues it's time to impress the machines.
The siloed approach to marketing measurement is crumbling. AI is the architect of this new, interconnected reality, revealing the true, often hidden, impact of channels like paid social on your core PPC efforts.
Remember when TV ads just hoped you'd remember a brand? Now, those same ads might just ship you the product. IAB's Jamie Finstein is here to tell you that Connected TV and commerce are no longer speaking different languages.