Measurement

Amazon has third parties selling some of its ad inventory; Scope3 selling Adloox to Peer39 suggests sustainability is out; and “fabric” is the new AI-related buzzword for ad tech.

ROAS who? Martinelli’s is testing how crisp its retail media spend really is by using a new metric called incremental ROAS.

Media measurement provider Measured launched an MCP integration that allows brands to ask ChatGPT, Claude, Gemini and other AI platforms how their media is performing.

The IAB filed an amicus brief in Baker v. Seattle Children’s Hospital, which is currently before the Washington Supreme Court. The case likens modern advertising practices to deceptive phone wiretapping cases in the 1960’s.

Binary measurement preserves margin and lets late-arriving impressions claim credit they may not deserve. We need a new measurement model for the AI era.

Snap is trying to combine multiple views of performance with its new attribution product, which unifies Snap data with data from mobile measurement partners.

Keywords, Kinda The tabs, they are a-changin’. As in, campaign analytics tabs and what they’re meant to show advertisers.  The biggest shift has been the move from “analytics” to “insights.” “Analytics” used to mean detailed, exportable data that brands could plug into their own systems. “Insights,” by contrast, are curated summaries and useful-sounding takeaways about […]

Google is launching Meridian Studio, an enterprise version of its Meridian media mix modeling platform and an updated open-source version of its GeoX tool for measuring incrementality across geos. 

Nielsen announced a new outcomes-based measurement capability called Predictive Sales Lift. The feature is designed to help media buyers predict sales lift and incremental revenue for video ad campaigns they run via the company’s comprehensive measurement platform, Nielsen One Ads.

Partnerize has developed an an industry-wide standard to measure AI search performance and compensate publishers accordingly.

A proposed standard under discussion at W3C aims to redefine how ad effectiveness is measured across the web. This proposal would centralize measurement of ad effectiveness under the control of Google, Apple and Meta.

Paramount might have outlasted and outbid Netflix in the competition to acquire Warner Bros. Discovery, but Netflix is not overly fussed about the loss.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Measurement and performance are expected to dominate convos at upfronts; Tubi doubles down on AI; and Meta takes down ads encouraging anti-Meta lawsuits.

When Apple launched AppTrackingTransparency (ATT) in 2021, access to deterministic identifiers fell sharply as roughly 80% of users opted out of tracking. User-level feedback loops became sparse and biased, and iOS performance marketing shifted into a different measurement environment under SKAdNetwork (SKAN). Apple’s AdAttributionKit (AAK) later delayed postbacks, compressed conversion values and set privacy thresholds that made signal availability dependent on campaign structure and scale.

Behind its edgy marketing, Liquid Death faces a familiar CPG problem: Most sales happen at the register, where media measurement goes to die.

There’s MMM and MTA, but no single ad measurement works for brands with multiple points of sale. On Tuesday, Northbeam launched an incrementality tool to complete what it calls “the trifecta of digital attribution.”

Sonia Chung, Boathouse’s new CSO, wants to help the agency (and the industry at large) take full advantage of its data.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Spotify expands its ad offerings; the case on a fraudulent real estate campaign draws to a close; and browsers must provide GPC opt-outs starting next year.

Inside how Jones Road Beauty is trying to turn messy, conflicting measurement signals into a single testing roadmap for its media mix.

An upcoming paper from CIMM doesn’t just demonstrate that differences in media quality can be measured. It also argues that tying media value to short-term outcomes has perpetuated longstanding industry challenges.

Hotel chain Red Roof is using Zeta’s new voice-activated AI agent to guide its campaign creation, deployment timing and audience development.

Smartly is acquiring INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that focuses on causal lift rather than user-level tracking.

Mike Finnerty is leaving TransUnion to become Mutinex’s US president and lead the company’s expansion stateside.

When marketers get too fixated on measuring short-term performance, they miss opportunities to capitalize on TV’s strength as a brand-building channel.

Inclusive measurement is more than a nice-to-have, says Charlene Polite Corley, Nielsen’s VP of inclusive insights. Because undercounting Black, Hispanic and intersectional audiences isn’t just a measurement failure; it’s a missed growth opportunity for brands.

Meta will now measure social interactions like likes, shares and comments under a new “engage-through attribution” category, replacing click-through as the default.

Yes/no binary logic was the right tool for programmatic. But autonomous AI agents can evaluate 10 million impressions per second, combining data from hundreds of sources, and human-defined targeting logic can no longer keep pace.

On Wednesday, and in time for the upfronts, Nielsen added more than 200 advanced audience segments in Nielsen ONE, its cross-platform analytics dashboard.