measurement

Are the big players building a more privacy-friendly advertising ecosystem in the right way? Or are they just cementing their control?

Until universal standards are set and adopted by retailers, marketers need to ask some boring yet fundamental questions about the metrics currently in use if they want to assess and compare performance across retailers. 

2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.

Although website tagging doesn’t get much attention, it’s a key element of first-party data capture and post-cookie measurement, says Karen Stocks, Google’s VP of global measurement.

Yahoo Backstage, a sorta SSP, is emblematic of a­n SPO trend that hops over either DSPs or SSPs. Plus: a primer on the ecommerce ad metrics and tools changing how marketers buy digitally, from ACOS to TROAS to cost capping.

Although precisely measuring Hispanic audiences is in the best interest of marketers, there are many ways that measurement can get messy, from the data sources used to quantify who is Hispanic to the shortcomings of measurement technology itself.

American Express doesn’t just issue credit cards; it’s also in the attribution business. Because Amex can see both sides of a transaction, it’s able to collect insights about buying behavior directly from the source.

Media mix modeling is back in fashion. Meta, Amazon and Google are finding ways for marketers to measure the effectiveness of their entire advertising spend. Should we trust them?

Brand and performance marketers don’t always speak the same language. But for language-learning app Duolingo, they are complementary.