Meta’s new attribution updates clarify click-driven and social interaction conversions, giving advertisers better insights for smarter campaign.

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

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, ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Carl Spaulding, executive vice president ...

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 ...

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

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 ...