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 ...

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 ...

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 ...

Google Analytics today officially removed first click, linear, time decay, and position-based attribution models. This leaves only last click and data-driven, as Google announced would happen in April ...

Ecommerce brands that have been resisting Google’s gentle nudges toward data-driven attribution can no longer drag their feet. The tech titan has eliminated all but two attribution models: last-click ...

Adam Goldberg is Chief Innovation Officer of ClearSaleing. AdExchanger.com asked Goldberg about the latest advancements and traction with effective attribution modeling in digital advertising.

Vibhor Kapoor is the President of AdRoll, a marketing and advertising platform that helps business-to-consumer brands grow their businesses. Third-party cookies have long been used by advertisers to ...

A Google Analytics expert, Charles Farina spotted that Google Analytics 4, which had tracking for many attribution models, keeps reducing the specific attribution cases you can track. We are now down ...

You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September. Last-click and data-driven ...