Many brand marketers, even some of the most sophisticated data-driven online advertisers, are reverting to tried-and-true methods to measure and plan their campaigns, including media mix modeling and surveys. You can’t blame brands from being pretty much done with promises when it comes to digital marketing.
In nature, animals migrate. Elephants, birds, turtles – by some combination of memory, instinct and intuition, creatures in the wild know to make the same epic voyage every year. But how did they make the first great migration? If anyone figures that out, let Google know. It’s struggling to get marketers on board with a major analytics migration set for next year.
We evaluate the new crop of attribution and analytics companies rising from the ashes of multitouch attribution. Plus, is Marriott’s entrance into the ads business a sign that we’ve reached peak media network – or is it just the beginning?
A rose by any name will smell as sweet, sure. But attribution by any name doesn’t work the same. Call it what you want, the problem of channel-based incremental testing is important. Measured raised $21 million last week, as it expands in the post-attribution attribution category, alongside other startups like Triple Whale, which raised $24 million a month ago, and Northbeam.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Google’s Privacy Shield … And Sword Google businesses have become more and more tightly tied together. The common thread is often privacy, but sometimes Google Cloud is the tie that binds. You can see the trend surfacing on the bottom line. During earnings this […]
The Privacy Sandbox is bursting with news this week. On Thursday, Google shared a slightly more concrete testing timeline for its FLEDGE and Core Attribution reporting API. Two days before, on Tuesday, Google announced the Topics API, a new proposal for post-cookie interest-based advertising that now replaces FLoC. Google, which teased earlier this week that […]
The programmatic advertising landscape has never faced more complexity or challenges than it does today. However, at the same time, the opportunity for growth and refinement has never been greater. Here’s how marketers can take advantage of key trends shaping the space in 2022 and beyond, writes Sameer Sondhi, Co-CEO at Verve Group.
Landing page specialist Unbounce is buying attribution and analytics software provider LeadsRx in a bid to help its SMB clients increase the quality and volume of their conversions. Terms of the deal were not disclosed.
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Nate Woodman, founder of independent consulting firm Proof. AdExchanger readers should be familiar with the term “weaponized privacy.” The idea explains the primary effect of Big Tech raising the walls of their […]
Attribution on Facebook ain’t what it used to be. The Facebook that enabled hundreds of creative versions, targeting variations and near-instantaneous optimization – all fed by data – is changing. Apple took a big bite out of Facebook’s attribution capabilities when its AppTrackingTransparency (ATT) required apps to collect a user opt-in to track their account […]
