In-depth coverage of the latest Measurement & Attribution developments, trends, and analysis — curated daily.
Retail media networks have long struggled to prove ad effectiveness. Now, Best Buy Ads is betting on a multi-layered measurement approach to tackle the core challenge of incrementality.
Microsoft Ads is finally peeling back the curtain on Performance Max, offering crucial conversion and spend data at the publisher level. It's a significant — and long overdue — step towards transparency in automated campaign reporting.
For years, brands have treated creators like billboards, then judged them by metrics they weren't built for. Now, the missing link in measurement—tying creator influence directly to sales—is finally being forged.
Google's AI Overviews are dramatically impacting website traffic, funneling users away from publishers without a demonstrable boost in search satisfaction. A new experiment shines a stark light on this platform shift.
AI answers aren't blue links—they're synthesized narratives citing brands. AEO rank trackers measure your slice of that pie, with share of voice hitting 30% for leaders.
Marketers drowning in data? Google's new Ads Decoded podcast episode promises a lifeline — or just more buzzwords. Eleanor Stribling breaks down AI-driven analytics that might actually move the needle.
Google has thrown open the doors to Meridian, its sophisticated Marketing Mix Model (MMM), making it available to everyone. This move signals a profound shift in how marketers can understand and optimize their ad spend.
Forget the shiny new AI tools for a second. According to Horizon Media's Katy Ferguson, the real power in AI for advertising lies not in the tech itself, but in the people who wield it.
Lead generation events aren't usually the place to find ad ops salvation. But this one did. Turns out, everyone's been optimizing for the wrong thing.
Attribution models determine how credit for conversions is assigned to marketing touchpoints. Here is how the major models compare and when to use each.
Ever stare at your quarterly reports, heart sinking as Google Analytics screams 'traffic up!' while CRM whispers 'leads flat'? It's not you—it's the fractured world of search data. Time to fix it.
Your marketing budget's wasting away if you're not matching measurement tools to your growth stage. Here's the no-BS playbook that turns vague hunches into boardroom wins.