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 ...

I’m not a major LLM user, in general, though I often put some generic shopping prompts through the major systems (ChatGPT, Gemini and Claude, namely) to see what comes out the other side. Mostly it ...

Outdated tracking can’t keep up with privacy changes. Unify first-party data, attribution, MMM, and incrementality to measure ...

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

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

From default settings to reporting, here’s how ad platforms shape performance — often making results look better than they are.

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 ...

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 ...

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 ...

Jonathan Yantz shares his take on data-driven strategy and fast pivoting, highlighting how these approaches shape media planning, measurement, and ongoing optimization. Do you prefer brand awareness ...

NEW YORK, March 24, 2026 (GLOBE NEWSWIRE) -- Nexxen, the advertising technology platform powered by unique data and media, today highlighted the full-funnel performance capabilities available within ...

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 ...