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»attribution

Why Some Brand Marketers Are Going Back To Their Roots With Mix Modeling

You can’t blame brands from being pretty much done with promises when it comes to digital marketing. First, there was the promise of the internet followed by the promise of personalization. Later came the promise of multi-touch attribution (MTA). But the methodologies that underpin the programmatic web are falling into disrepair. And so many brand… Continue reading »
by James Hercher // August 2nd, 2022 //
»
Marketers Have One Year To Migrate To The New Google Analytics – But It’s Already A Mess

In nature, animals migrate. Elephants, birds, turtles – by some combination of memory, instinct and intuition, creatures in the wild know to make the same epic voyage every year. But how did they make the first great migration? If anyone figures that out, let Google know. The company is struggling to get marketers on board… Continue reading »
by James Hercher // June 28th, 2022 //
»
The Big Story: Attribution Evolves, Media Networks Explode

Digital media has always had great attribution – great last-click attribution, that is. Despite lots of time, effort and money spent convincing marketers to embrace multitouch attribution (MTA), the tactic was doomed. Its Achilles’ heel was an overreliance on user-level tracking, and that was true even before cookies went away. Walled gardens made it more… Continue reading »
by Sarah Sluis // May 19th, 2022 //
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Brands Lean On New Attribution Tech – Just Don’t Call It MTA – As Budgets Split To New Channels

A rose by any name will smell as sweet, sure. But attribution by any name doesn’t work the same. Marketers are trying to figure out how their ad budgets are actually working for them. Just don’t call it multitouch attribution (MTA). Or perhaps don’t call it attribution at all. Madan Bharadwaj, co-founder and CTO of… Continue reading »
by James Hercher // May 17th, 2022 //
»
Google’s (Sort Of) Subtle Control Mechanisms; Record Low Ratings For The Beijing Winter Olympics

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Google’s Privacy Shield … And Sword Google businesses have become more and more tightly tied together. The common thread is often privacy, but sometimes Google Cloud is the tie that binds.  You can see the trend surfacing on the bottom line. During earnings this… Continue reading »
by AdExchanger // February 8th, 2022 //
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With FLoC In The Rearview, Google Will Test FLEDGE And Phase 2 Attribution Reporting

The Privacy Sandbox is bursting with news this week. On Thursday, Google shared a slightly more concrete testing timeline for its FLEDGE and Core Attribution reporting API. Two days before, on Tuesday, Google announced the Topics API, a new proposal for post-cookie interest-based advertising that now replaces FLoC. Google, which teased earlier this week that… Continue reading »
by Allison Schiff // January 27th, 2022 //
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Sameer Sondhi, Co-CEO, Verve Group
Programmatic Will Look Different In 2022 – Here Are 6 Trends To Watch

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Sameer Sondhi, Co-CEO at Verve Group. Even if the world hadn’t hit a large reset button due to a pandemic, programmatic advertising in 2022 would still look vastly different than… Continue reading »
by AdExchanger Guest Columnist // January 18th, 2022 //
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Unbounce is buying analytics software provider LeadsRx in a bid to help its SMB clients increase the quality and volume of their conversions.
Unbounce Double-Clicks On Attribution With LeadsRx Acquisition

Landing-page specialist Unbounce is buying attribution and analytics software provider LeadsRx in a bid to help its SMB clients increase the quality and volume of their conversions. Terms of the deal, announced on Wednesday, were not disclosed, but Unbounce is a much larger company. Unbounce has more than 250 employees, while LeadsRx has a headcount… Continue reading »
by Allison Schiff // January 12th, 2022 //
»
As Big Tech Squares Off, Ad Measurement Is A Familiar Weapon

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Nate Woodman, founder of independent consulting firm Proof.   AdExchanger readers should be familiar with the term “weaponized privacy.” The idea explains the primary effect of Big Tech raising the walls of their… Continue reading »
by AdExchanger Guest Columnist // November 2nd, 2021 //
»
The Big Story: Facebook’s Attribution Sinkhole

Attribution on Facebook ain’t what it used to be. The Facebook that enabled hundreds of creative versions, targeting variations and near-instantaneous optimization – all fed by data – is changing. Apple took a big bite out of Facebook’s attribution capabilities when its AppTrackingTransparency (ATT) required apps to collect a user opt-in to track their account… Continue reading »
by Sarah Sluis // October 15th, 2021 //
»
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