In the past couple of years, digital advertisers and ad platforms have increasingly returned to marketing mix modeling (MMM). In this generations-old approach, media channels (like TV, radio and print ...

Meta has announced that later this month, it will provide click-through attribution reporting that better aligns with tools like Google Analytics, while instituting a new attribution model designed to ...

Reliable data underpins every successful martech strategy, giving marketers the clarity needed to make informed decisions about performance and optimization. While the demand for timely, accurate data ...

Meta is updating its ad measurement framework, aiming to simplify attribution in what it calls a “social-first” advertising world. What’s happening. Meta is narrowing its definition of click-through ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...