Google's latest push aims to untangle the ad measurement mess. New tools promise better data, cleaner experiments, and simpler MMM.
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.
Rakuten and impact.com have inked a strategic alliance, aiming to bring cohesion and scale to the increasingly vital partnership economy. The move bundles Rakuten's consumer reach and managed services with impact.com's tech infrastructure, promising a more unified performance marketing ecosystem.
Commerce media is skyrocketing, but traditional marketing metrics are falling behind. IAB's Caroline Geigerich argues it's time to impress the machines.
The siloed approach to marketing measurement is crumbling. AI is the architect of this new, interconnected reality, revealing the true, often hidden, impact of channels like paid social on your core PPC efforts.
Remember when TV ads just hoped you'd remember a brand? Now, those same ads might just ship you the product. IAB's Jamie Finstein is here to tell you that Connected TV and commerce are no longer speaking different languages.
Attribution models determine how credit for conversions is assigned to marketing touchpoints. Here is how the major models compare and when to use each.