We've created attribution models that are precise, detailed and divorced from reality. They measure the measurable and call ...

The report outlines how false precision in attribution is leading brands to misallocate spend as privacy and AI reshape ...

There are a lot of misconceptions about ad measurement. Some marketers believe media mix modeling is superior to multi-touch attribution or that it’s possible to pinpoint the exact impact of each ...

This is part one of a two-part deep dive series on the changing face of attribution. Facebook’s had a tough time of it recently. There was the explosive Wall Street Journal Facebook exposé, ...

Many companies have been led to believe that conversion attribution is merely a nice-to-have data set that only affects the marketing department. There’s no reason the C-suite should even look at ...

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 ...

The quest for effective advertising led John Wanamaker to ponder the challenges of attributing success to marketing efforts, paving the way for Attribution Modeling. In the 1950s, Marketing Mix Models ...

What is better – information that is cheap and wrong or information that is expensive and accurate? Soon, marketers may have to decide. Some months ago at my day job as head of marketing at the IT ...

Molly Deaville, growth director, Dept UK: “Measuring the impact of marketing investment is not a new challenge. There’s no silver bullet solution. “For far too long, the digital industry has ...

Attribution window is an ad publisher’s time limit to claim credit for user clicks/impressions for app installs/purchases. The term attribution window, aka conversion window, is the period during ...