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 ...

Google Analytics officially removed first click, linear, time decay, and position-based attribution models. This leaves only last click and data-driven, as Google announced would happen in April. Read ...

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 ...

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 ...

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 ...