google analytics

The IAB raises its forecast for ad spend growth; Google continues to develop Meridian, its open-source MMM tool; and Partiful is still learning how to monetize.

AI shopping agents are breaking the traditional attribution loop. Marketers must ensure that AI is aware of their brand and track how that awareness influences ecommerce outcomes.

When DTC mattress brands started blowing up – and investing in digital advertising in a big way – Naturepedic capitalized on the fact that everyone was talking about mattresses by posing a question of its own: What am I really sleeping on?

Over the past month alone, there was a major Google Search ranking bug, a calamitous data breach involving Google Ads and Google Merchant Center and outages across Google Ads, the Analytics API outages and Google Merchant Center.

Special guest and prolific ad tech investor Eric Franchi of Aperiam Ventures discusses his firm’s recent bet on attention metrics startup Adelaide. Plus: What’s up with Meta’s new third-party attribution partnerships?

In today’s newsletter: Criteo gets MRC accredited for display impressions and click metrics; Google Analytics and Google Ads now use the same definition for “conversions”; and how marketing mutated the beverage aisle.

AdExchanger consulted with agencies about how they are evaluating new generative AI tools for marketing use cases as well as the tech companies behind these startups breaking new ground in generative AI.

In today’s newsletter: The Trade Desk opens up OpenPath to CTV inventory; subscriptions remain an important revenue source for news publishers; and a class-action lawsuit alleges PHE violated the California Invasion of Privacy Act.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ring Airer Netflix is paying more than $5 billion for the rights to livestream “WWE Raw,” Variety reports. The 10-year deal is effective starting next January and represents Netflix’s biggest push into live content. Following a live sports debut with its “Netflix Cup” […]

GroupM’s integration with Google allows its Choreograph campaign planning and insights platform to compile data derived from Google – including signals from Search, YouTube and Google Analytics – in one interface.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Can You Hear Me Now? Consumers wary about targeted ads are convinced their devices are eavesdropping on their conversations. Most marketers insist that’s not the case, and their use of other targeting signals has gotten so sophisticated that it just feels like your […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. When Ad Dependence Is Independence Buried in a worthwhile Economist longread about mainstream news and The New York Times struggling to balance revenue needs with journalistic standards is an interesting nugget about the value of an ad-based business versus one that relies on […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Mis-Addressed Google Chrome will reintroduce a way to disable tracking by IP address by giving users a toggle to block IP tracking. If that sounds familiar, it’s because the product works not unlike Apple’s Private Relay – and will have a similar impact on […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. All Is Fair In Love And Panels Nielsen has changed its mind: It won’t force Amazon streaming data into its TV ratings, Ad Age reports. After over a week of drama, which involved exchanging letters with the Video Advertising Bureau, Nielsen is going back […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Caught Thread-Handed Tech companies rarely credit competitors when they copycat a feature or product.  When Mark Zuckerberg published the first Instagram Stories post in 2016, he avoided citing Snapchat, although the term “Stories” itself is a blatant ripoff. When YouTube and Instagram unashamedly […]

AdsPostX’s OmniSDK tool identifies and combines implicit and explicit signals about user behavior. Retailers can use this information to show customers relevant offers after checkout.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Social Ladder These days, fraudsters seem to prefer social media as their venue of choice. In 2021, Americans lost $800 million to social scams compared to $700 million in reported losses to phone scammers. Last year, phone fraudsters scammed people out of […]

In the two years since the beginning of the end of third-party cookies, we have learned quite a lot about the promises and problems with a post-cookie web. Now, as web developers, we can be pretty confident the end will come – if we can make a few key things happen, writes Don Marti, VP of Ecosystem Innovation at CafeMedia.

The state of advertising at Twitter is a hot mess. And advertisers are starting to react. Plus: a primer on the Google Analytics deadline delay and changes to Google’s clean room, Ads Data Hub.

Google Analytics began 2022 with an important goal to migrate its entire customer base onto Google Analytics 4 (GA4). Universal Analytics (UA), the longtime baseline analytics service, was to sunset by October 2023. UA was set for shutdown next year, but Google Analytics announced on Thursday that the company will push that deadline to July 2024.

If you’re a site analytics tools and your name isn’t “Google” or “Adobe,” there hasn’t been much room to grow. Launching a startup to compete against Google’s army of engineers was considered impossible. But that’s starting to change, in part because of an upcoming forced migration to GA4, a new version of Google Analytics, and also because of privacy pressures on GA in Europe.

Google may have a solution to the antitrust regulatory pressure it’s facing from governments around the world: a proactive spinoff. Alphabet, Google’s parent company, is exploring splitting Google’s digital ad business into a separate entity under the Alphabet umbrella. The question is whether Google’s proposed solution will pass muster with regulators, and if it does, who stands to win – and who stands to lose?

There’s a disconnect between those ad buyers in the trenches of online advertising and their own corporate leaders up the C-suite, who are accustomed to determining marketing group budgets based on ROI and other basic advertising KPIs that, frankly, are going haywire right now. One way to deal with that disconnect is to add someone who speaks both languages, as it were.

Meta lost in court against French ad-tech champion Criteo, and it will now have to grant better access to its inventory. Meanwhile, France’s data protection watchdog, the CNIL, just deemed Google Analytics illegal – a move that the Italian data privacy authority has just followed as well. What happens now? It turns out there may be a server-side solution, writes Hugo Loriot, partner at fifty-five.

The impending Google customer force-shift from Universal Analytics (UA) to Google Analytics 4 (GA4) represents a major change to how advertising ROI will be measured via Google’s services going forward. But publishers that spoke to AdExchanger about their migration plans aren’t feeling the same pressure as with, say, preparation for third-party cookie deprecation, Google’s other major upheaval scheduled for next year.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Can A Tiger Change Its Stripes? Google offered to split its ad tech business into a stand-alone company (owned by Alphabet) as a concession to divert an antitrust suit, The Wall Street Journal reports. It’s unclear which products Google would transfer – although […]

Google has tried – and so far mostly failed – to get its customers on board with major new migrations for its online advertising platform. But Google means business this time, with the migration to the new GA4 analytics solution. You’ve got one year. Also: Tech layoffs are on the rise.

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. It’s struggling to get marketers on board with a major analytics migration set for next year.

“If you’re a consumer, Google is great, but if you’re a business … you never want to run your business on Google,” Spenser Skates, CEO and co-founder of Amplitude, tells AdExchanger. Amplitude wasted no time trying to poach customers after Google announced plans to shut down Universal Analytics (UA) and force an upgrade to Google Analytics 4 this summer.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Can You Put A Price On … Price? Google is testing “Higher price” and “Lower price” indicators for shopping searches. Brian Freiesleben, an SEO industry observer and practitioner, spotted the badge in the wild on a $760 fireplace from Home Depot. It was […]