ad measurement

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

It’s not that enterprise analytics is broken. The bigger issue, says Obele Brown-West, president of data intelligence platform Tracer, is that enterprise analytics was never all that functional to begin with.

As TikTok’s global head of marketing science, it’s Jorge Ruiz’s job to prove that ads on the platform can drive results. But marketing measurement is as much an art as it is a science. Also in this episode: self-attribution, the rise (again) of MMM and how TikTok managed to roll with the ATT punches.

Ad measurement and attribution are in crisis – but maybe that’s a good thing says Andrew Covato, founder and managing director of measurement consultancy Growth by Science. “It’s time for change.”

The online gaming platform announced a slate of new features for its Immersive Ads hub at its investor day on Wednesday, including video functionality and contextual and age-based targeting available on a self-serve basis.

Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Ad measurement is becoming more challenging due to signal loss. But there was never such a thing as perfect measurement, says Jen Faraci, chief data officer at Publicis-owned Digitas North America.

Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.

The German skin care company Beiersdorf, whose brands include Nivea and Eucerin, is using AI to test different elements of a brand’s creative assets to improve media performance.