Northbeam

VideoAmp cuts 50 jobs; Roku reports its quarterly earnings; and customer acquisition costs are rising.

There’s MMM and MTA, but no single ad measurement works for brands with multiple points of sale. On Tuesday, Northbeam launched an incrementality tool to complete what it calls “the trifecta of digital attribution.”

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?

Meta is working on AI-powered optimization updates to its ads system so advertisers can customize business objectives, measure incrementality and have direct integrations with third-party analytics tools.

As measurement challenges intensify for DTC marketers, TikTokalytics vendors have been filling the gap. Plus: Analyzing the language at an FTC hearing on “commercial surveillance.”

Call it the rise of TikTokalytics. A group of young attribution and analytics startups, the newest wielding particular talent on TikTok, have inherited the Earth from multi-touch attribution (MTA) companies.