Still using last-click attribution? It’s time to say, “So long!” With the large number of touch points in today’s digital world, a multi-touch point attribution model across devices and channels is ...

Ecommerce brands that have been resisting Google’s gentle nudges toward data-driven attribution can no longer drag their feet. The tech titan has eliminated all but two attribution models: last-click ...

This week, TikTok introduced multiple features that should help advertisers better track the performance of their ad campaigns in the social-media app, including new attribution analytics and ...

It needs to be said: Television is under-monetized. Brand advertisers dominate traditional television, driving about $60 to $70 billion in revenue. The performance advertising sector, with its ...

It was bound to happen, but this week I finally got my first pitch for a story about "multi-retailer attribution" (MRA) model. Think multi-touch attribution, but for retail media ROI. The timing ...

The buying journey has turned into a complex maze, challenging the old playbook used by traditional marketing models. As customers zigzag in unpredictable ways, chief marketing officers (CMOs) find ...

Vibhor Kapoor is the President of AdRoll, a marketing and advertising platform that helps business-to-consumer brands grow their businesses. Third-party cookies have long been used by advertisers to ...

In the past couple of years, digital advertisers and ad platforms have increasingly returned to marketing mix modeling (MMM). In this generations-old approach, media channels (like TV, radio and print ...

SAN FRANCISCO--(BUSINESS WIRE)--Northbeam, the leader in marketing attribution, today launched its new Clicks + Deterministic Views attribution model, giving marketers a complete picture of how ...

You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September. Last-click and data-driven ...