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»attribution

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 //
»
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 //
»
How Facebook Is Overhauling Its Attribution Standards To Deal With Apple’s ATT

This is part one of a two-part deep dive series on the changing face of attribution. Facebook’s had a tough time of it recently. There was the explosive Wall Street Journal Facebook exposé, whistleblowing on Capitol Hill and the stock market’s reaction, which shaved tens of billions off Facebook’s valuation in a single day. But... Continue reading »
by James Hercher // October 11th, 2021 //
»
Diane Perlman, CMO, Blis
Privacy-First Marketing Isn’t Always Easy – But It’s 100% Worth The Fight

"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 Diane Perlman, CMO of Blis. The digital advertising industry is locked in the fight of its life right now. The combination of international privacy regulations, such as GDPR, CCPA and... Continue reading »
by AdExchanger Guest Columnist // October 5th, 2021 //
»
The Big Story: The Rise Of CDPs And The End Of Last-Click Attribution

The technology of marketing is always evolving, and that lifecycle is especially evident on this week’s episode of The Big Story. The use of customer data platforms (CDPs) – the trendy software category taking over where DMPs left off and building on CRMs and marketing automation – is on the rise. Special guest Stuart Schneiderman, SVP... Continue reading »
by Sarah Sluis // September 30th, 2021 //
»
Goodbye, Last-Click Attribution: Google Ads Changes Default To Data Modeling

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a blog post on Monday. The change will mean that, going forward, the default attribution method for any conversion touchpoint – a new product... Continue reading »
by James Hercher // September 27th, 2021 //
»
Adam Ortman Generator Media copy
Three Ways Advertisers Can Capitalize On Improved TV Attribution

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Adam Ortman, VP of growth and innovation at Generator Media + Analytics. When it comes to advertising, the internet reigns supreme. Digital media accounted for nearly half of global ad spend last year, and it will almost certainly... Continue reading »
by AdExchanger Guest Columnist // August 5th, 2021 //
»
Ionut Ciobotaru, Chief Product Officer at Verve Group.
We Have To Completely Relearn Marketing Measurement — And That’s A Good Thing

"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 Ionut Ciobotaru, Chief Product Officer at Verve Group. The past has finally caught up to the marketing industry. We can’t pretend we didn’t know it would. As an industry, we... Continue reading »
by AdExchanger Guest Columnist // July 27th, 2021 //
»
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