Ad measurement and attribution are in crisis – but maybe that’s a good thing says Andrew Covato, founder and managing director of measurement consultancy Growth by Science. “It’s time for change.”
TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.
As cookies, pixels and SDK data become increasingly unreliable, almost all of the large ad platforms are pushing server-side implementations to get conversion information from advertisers.
Finding new customers is hard work. The online adult retailer Adam and Eve is tapping into machine learning to help.
The digital advertising industry has been too focused on data perfection, according to Analytic Partners CEO Nancy Smith. But as data disappears due to signal loss, brands have an opportunity to regroup around “commercial analytics,” a different measurement approach focused on driving outcomes with less user-focused data.
Advertisers of all stripes are rethinking their ad measurement and attribution strategy. But the burst of new incrementality testing models, in-housing programs, multitouch attribution and media mix modeling efforts haven’t exactly led to a renaissance of understanding how measurement works.
Google Analytics began 2022 with an important goal to migrate its entire customer base onto Google Analytics 4 (GA4). Universal Analytics (UA), the longtime baseline analytics service, was to sunset by October 2023. UA was set for shutdown next year, but Google Analytics announced on Thursday that the company will push that deadline to July 2024.
Multitouch attribution has fallen into disrepair. Facebook and Google platform attribution is a mess. User-level tracking is going the way of cigarette smoking during a pregnancy. So, what’s left for digital advertisers who need to bring performance measurement back to their media plans? Incrementality testing, it seems. “I was a little bit skeptical as to […]
Call it the rise of TikTokalytics. A group of young attribution and analytics startups, the newest wielding particular talent on TikTok, have inherited the Earth from multi-touch attribution (MTA) companies.
Attribution and analytics are an absolute dumpster fire right now, as governments around the world, not to Apple and Google, are tightening their data privacy rules. But one person’s trash is another person’s treasure. And that’s certainly the case with analytics.
