No single ad measurement methodology works well anymore for brands with multiple points of sale. That is why attribution ...

Northbeam, the leader in marketing attribution, today announced the launch of Northbeam Incrementality, a fully automated solution designed to make incrementality testing faster, more reliable, and ...

The retail media network built on a vast store footprint is evolving its offer, using new analytics and testing frameworks to ...

As Omio continues expanding globally, its collaboration with Appier demonstrates how Agentic AI-powered incrementality measurement and real-time optimization can enable high-quality, sustainable ...

Behind its edgy marketing, Liquid Death faces a familiar CPG problem: Most sales happen at the register, where media ...

For marketers, the evolution of CTV represents a shift in mindset as much as a technological change. TV has traditionally been planned as a top-of-funnel awareness channel with large upfront ...

Vikram Sakhuja of Madison Group highlighted data blind spots in today's algorithm-driven marketing. He stressed that while digital ad spend is high, relying solely on platforms like Google and Meta ...

For most of the history of paid search, performance measurement followed a clear cause-and-effect relationship. Advertisers controlled the inputs inside their campaigns like bid strategies, keyword ...

Anteriad helped the outdoor lifestyle brand achieve 11% growth in its B2B channel in six months, setting a blueprint for DTC ...

For years, “performance” measurement was basically credit assignment. Last-click doesn’t tell you the full story of what caused a conversion; it tells you where the conversion showed up. That was ...

IAB Australia has launched a new ‘Future of Measurement’ initiative that will focus on strengthening how advertising opportunities and outcomes are assessed. IAB Australia has commenced work on a ...

Industry observers share test cycles have become much tighter and platforms are now expected to demonstrate incrementality or measurable outcomes quickly, with most rationalising technology stacks ...