Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – ...

Matt Prohaska will be presenting at Programmatic IO taking place in New York City on Sept. 26-27. As someone who lived and worked in New York City during the ’90s, I feel obligated to make at least ...

AI shopping agents are breaking the attribution loop. Marketers must ensure AI is aware of their brand and track how that ...

Digital marketing is a bright new frontier in business advertising. Just a few decades ago, platforms like radio, print and television were the primary options for marketing our products — but today, ...

Google's open-source Meridian helps marketers build better models, understand lift by channel and finally bring sanity to their measurement strategies. Necessity is often called the mother of ...

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 ...

Traditional marketing tracking methods like unique phone numbers and coupon codes are becoming less effective. With stricter privacy regulations and consumers gaining more control over their data, ...

Click metrics tell part of the story, but overreliance skews budgets and strategy. Build PPC measurement frameworks tied to ...

Why the fragrance market keeps growing, despite economic uncertainty, as brands such as Rare Beauty, Glossier and Gap compete for a piece of the pie.

When you bought your coffee on the way to work this morning, why did you choose that particular brand? Was it a magazine ad, recommendation from friends, the posters near the station, or did you just ...

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 ...