Reliable data underpins every successful martech strategy, giving marketers the clarity needed to make informed decisions about performance and optimization. While the demand for timely, accurate data ...

Since removing IDFA on iOS, Apple has made it clear that probabilistic or fingerprint attribution is not allowed. Any method that lets an advertiser link users between apps is forbidden. SKAdNetwork ...

Advanced attribution frameworks become more important as the advertising industry moves into channels that do not have the ability to click on media -- at least for now -- such as connected television ...

In Google Analytics 4 (GA4), attribution models aim to answer one of marketing’s most persistent questions: which channels drive results? The catch is that different models can give you different ...

To help B2B marketers gain a more reliable understanding of advertising responses, LinkedIn is updating its advertising attribution models with a new hybrid attribution methodology that the ...

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 ...

Global advertising expenditure has surpassed the $1 trillion mark for the first time. Digital advertising continues to dominate this growth, with digital channels encompassing search and social media ...

The dark ages of TV attribution are over. Today’s marketers shouldn’t settle for less than full transparency from their CTV platforms. In the old world of TV advertising, accurate attribution was all ...

As third-party cookies phase out, measuring marketing performance is becoming more complex. Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one ...