measurement and attribution

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem … 

Can the IAB Tech Lab’s Trusted Server initiative really help restore publishers’ ownership of monetization and wrestle back control from Big Tech and walled gardens?

Agentic AI aims to take the work out of campaign targeting; marketers are increasingly using retail media data in non-retail channels; and Puma drives sales by re-embracing its branding.

Erez Levin, a former Googler and current outspoken consultant, on why the digital ad industry should transact on media quality signals like attention instead of optimizing to outcomes and other flawed attribution models.

Criteo’s Brian Gleason shared how it is working with agencies to capitalize on curation and measurement opportunities in retail media and CTV.

As media consultancy Sequent Partners ceases operations, its leaders look back at how far the ad industry has come – and how far it still needs to go.

HUMAN plans to build a deterministic ID from its tracking of more than 20 trillion digital signals per week across 3 billion devices, which will aid attribution for ecommerce.

Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.

Breaking down how incrementality complements multitouch attribution and media mix modeling, and how advances in AI and ML have evolved incrementality measurement beyond A/B testing.