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»MTA

Problems Of Attribution, With Manu Mathew

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. Our guest this week, Manu Mathew, got in on the ground floor of multi-touch attribution (MTA) when he founded Visual IQ. The MTA company rose with the programmatic tide before being acquired by Nielsen in 2017. The category... Continue reading »
by Zach Rodgers // January 29th, 2021 //
»
VideoAmp Takes Over Conversion Logic, Last Of The Indie MTA Vendors

VideoAmp has acquired Conversion Logic, the multitouch attribution provider, the company said Tuesday. Conversion Logic’s chief client officer, JP Pereira, will also join VideoAmp as SVP of marketing science. Terms of the deal were not disclosed. And Pereira is one of only “a few key individuals” from Conversion Logic who will go to the video... Continue reading »
by James Hercher // March 17th, 2020 //
»
Google’s DoubleClick Ad ID Change Presents Both Challenge And Opportunity For Attribution Vendors

Google’s decision to stop providing DoubleClick (DCM) advertising IDs in its ad server log files beginning May 25 will throw a wrench into multitouch attribution, because it will block marketers’ ability to compare Google campaigns with other ad platforms. Whether this policy change is an existential threat to independent attribution or not, the loss of... Continue reading »
by James Hercher // May 14th, 2018 //
»
Last-Click Attribution Seems Unkillable

Alain Portmann and Oscar Garza will speak about last click attribution at Programmatic IO on April 5 in San Francisco. Last-click attribution may never die. Although digital multitouch attribution (MTA) pioneers like Visual IQ, Google’s Adometry and AOL’s Convertro hit the market more than a decade ago, last-click remains the prevailing measurement model. Big brands and network agencies still tend... Continue reading »
by James Hercher // February 27th, 2017 //
»
 

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