last-click attribution

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

The future of retail media depends on a shift away from siloed in-store and online metrics to a full-funnel approach that reflects how customers actually shop.

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.

There are many misconceptions about ad measurement. But the biggest thing most marketers are wrongheaded about is in thinking there’s a single solution for attribution. It simply doesn’t exist, says attribution expert Madan Bharadwaj, founder of measurement startup M^2.

Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.

Many measurement companies are promoting marketing mix modeling as an easy-to-use solution to overcome signal loss. But that couldn’t be further from the truth, says Maor Sadra, CEO and co-founder of incrementality measurement startup INCRMNTAL.

Trap More Flies With Honey Honey, a free browser extension that automatically finds and applies discount codes, is being accused of defrauding its users and the online content creators who championed it. That’s according to a YouTube tech investigator who goes by MegaLag. He alleges that the PayPal-owned Honey effectively steals the credit for online […]

AppsFlyer announced its integration with the Attribution Reporting API in the Android Privacy Sandbox and released a related dashboard for campaign optimization.

Unfortunately, retail media and commerce media have their own version of last-click addiction: add-to-cart rates. It’s time to do away with it, writes Chicory’s Meghan Howard.

If there’s one thing that makes advertising measurement consultant Andrew Covato roll his eyes and shake his head, it’s the endurance of last-click attribution. Last click may seem “simple” and “tidy,” Covato says, but it doesn’t reflect the full funnel.

Roku announced a new partnership with Unity to help gaming and mobile app developers add CTV to their user acquisition campaigns by giving them performance marketing attribution for streaming.

Digital media and television have been playing by different sets of rules due to the nature of ad delivery and tracking. But these worlds are slowly colliding.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rules Of The Game In September 2021, Google Ads switched from last-click attribution as its default measurement mode to “data-driven attribution.” The latter is Google’s term for modeled attribution without preset rules, like that a brand’s first ad exposure or the last click […]

Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.

Most marketers agree that digital and social are performance channels, whereas they’re less convinced that performance marketing works on CTV because it’s a less interactive, lean-back experience. But CTV is a lot more like digital than many marketers think, said Jason Fairchild, CEO of TV performance marketing platform tvScientific. “CTV is like digital in that you don’t have to guess at what works – you know.”

On Thursday, CTV performance advertising company tvScientific announced a $20 million Series A led by Norwest Venture Partners, bringing the company’s total funding to $21.5 million. The company’s goal is to automate its two self-proclaimed specialties: measurement optimization and campaign activation.

A picture – or a comic in this case – is worth a thousand words. But each of our most popular comics of 2021 illustrated a key development in the world of advertising and media this year, from the end of last-click attribution and the growth of CTV to mega media mergers and the birds in Google’s Privacy Sandbox. These are the stories behind our top comics of the past year.

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

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 […]