measurement

The IAB unveiled its Project Eidos on Monday, a new program uniting its numerous measurement initiatives under one banner.

Live from New York at Programmatic IO, the AdExchanger editorial team debriefs what ad tech’s brightest minds are saying and doing around AI and measurement.

Trevor Carr, newly appointed Head of CSA, North America at Havas, discusses data and tech consulting and AI trends.

With over $200 billion in programmatic spending on the table next year, maximizing yield is the name of the game for publishers in 2026. Capturing that opportunity demands maximum optionality across demand paths and signals. And with AI reshaping the landscape (referrals from ChatGPT to news publishers saw a 25x increase from the first half of 2024 to the first half of 2025, while traditional search traffic heads in the other direction) it is more important than ever for publishers to optimize their monetizable inventory.

Marketers having to justify their budgets is nothing new, but macroeconomic anxiety is making the stakes feel higher.

Recorded live on the Programmatic IO stage in Las Vegas, the editorial team recaps the trends that dominated our conference: marketers adopting AI and finding truth through measurement.

No one needs reminding that a recession sharpens the knife on every budget line. Yet the 2025 slowdown is arriving just as media trading itself is mutating.

Performance marketing can become a crutch for some brands, warns Duolingo CMO Manu Orssaud, especially app-based businesses that are under pressure to show rapid growth. That’s why Duolingo makes organic marketing a top priority.

2024 was a year of hectic change for ad measurement. These are a few of the new ad attribution trends and techniques programmatic advertiser should know going into 2025.

Are the big players building a more privacy-friendly advertising ecosystem in the right way? Or are they just cementing their control?

Until universal standards are set and adopted by retailers, marketers need to ask some boring yet fundamental questions about the metrics currently in use if they want to assess and compare performance across retailers. 

2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.

Although website tagging doesn’t get much attention, it’s a key element of first-party data capture and post-cookie measurement, says Karen Stocks, Google’s VP of global measurement.

Yahoo Backstage, a sorta SSP, is emblematic of a­n SPO trend that hops over either DSPs or SSPs. Plus: a primer on the ecommerce ad metrics and tools changing how marketers buy digitally, from ACOS to TROAS to cost capping.

Although precisely measuring Hispanic audiences is in the best interest of marketers, there are many ways that measurement can get messy, from the data sources used to quantify who is Hispanic to the shortcomings of measurement technology itself.

American Express doesn’t just issue credit cards; it’s also in the attribution business. Because Amex can see both sides of a transaction, it’s able to collect insights about buying behavior directly from the source.

Media mix modeling is back in fashion. Meta, Amazon and Google are finding ways for marketers to measure the effectiveness of their entire advertising spend. Should we trust them?

Brand and performance marketers don’t always speak the same language. But for language-learning app Duolingo, they are complementary.

MikMak rolled out an “apples-to-apples comparison” tool across social, search, programmatic, streaming video and retail media Wednesday, dubbed MikMak Commerce for Retail Media.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Upfront At The Upfront NBCUniversal’s upfront was quite the affair. Executives had to enter Radio City Music Hall through a side door because the entrance was blocked by Writers Guild of America protesters. (Guess Netflix was onto something.) Once everyone was settled, the […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Currency Contest Can the TV industry’s currency debate get any hotter? (For something so in the weeds, that is.) Guess so. Nielsen has formally repudiated the broadcaster-backed joint industry committee’s (JIC) video standards agreement. In a letter to OpenAP, the data vendor behind […]

The digital advertising industry has been too focused on data perfection, according to Analytic Partners CEO Nancy Smith. But as data disappears due to signal loss, brands have an opportunity to regroup around “commercial analytics,” a different measurement approach focused on driving outcomes with less user-focused data.

Data privacy. Clean rooms. Measurement. Gaming. M&A. Which trends deserved the hype – and which ones didn’t – in 2022? We dig into some of the biggest topics of the year

A marketing campaign is nothing without a strong measurement strategy. Each channel and tactic you are investing in needs to be held accountable to business results. Confirmation bias creeps in when you consider a KPI that is easily manipulated but isn’t a true reflection of business results, writes Elise Stieferman, director of marketing & business strategy at Coegi.

Many brand marketers, even some of the most sophisticated data-driven online advertisers, are reverting to tried-and-true methods to measure and plan their campaigns, including media mix modeling and surveys. You can’t blame brands from being pretty much done with promises when it comes to digital marketing.

The round was led by Play Ventures VC with participation from Heracles Capital, a $10 million fund focused on mobile investments that was launched in May by Mobile Dev Memo Founder and all-around mobile smartypants Eric Seufert.

It’s a familiar story – He picked up a new pandemic hobby, while finding pockets of time away from small children. For Neil Hoyne, Google chief measurement strategist, being stuck at home meant writing a book. Converted: The Data-Driven Way to Win Customers’ Hearts, was published last month. “The single lesson that pulls through here is that a lot of these changes are easier for companies to realize then what they may suspect.”

“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 Joshua Koran, EVP of data and policy at Criteo. While it’s easy for marketers to fixate on Google’s threatened “cookiepocolypse,” being too hyper-focused on engagement tactics misses the big picture. […]

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 […]