Attribution

Last updated: October 2026 Incrementality testing measures how many conversions your advertising caused by comparing people who could see your ads with a similar group who were...

Paid search has carried digital advertising for decades. It’s the first channel most advertisers learn, and for a long time, it was the safest bet in the budget. That’s changing...

Tools that aggregate channel performance can be helpful, but many of these focus heavily on last click attribution. Making budget decisions based solely on last click hides the...

The Short Answer There’s no universal programmatic channel mix that works for every advertiser. The right mix depends on your industry, audience, purchase cycle, and goals. A B2C...

Modern programmatic advertising makes hyper-precise ad placement possible. You can zero in on exactly the demographic or affinity group you need. But that same precision can limit...

Click-based tracking has never told the whole story, but the customer journey is becoming ever more complicated. Advertisers need better attribution to keep up with the consumer,...

Most advertisers start their digital marketing journey in the same two places: Facebook and Google. That makes sense. Both platforms are easy to use, reach millions of people, and...

Return-on-ad-spend – or ROAS – has solidified itself as an industry standard for measuring campaign effectiveness. There’s no doubt that ROAS is useful, but an ultra-heavy focus on...

One of the many draws of programmatic advertising is the promise of efficiency, but there are plenty of examples of businesses taking “efficiency” too far. In this week’s blog from...

The tech industry is barreling toward a future powered by AI, and there’s nothing anyone can do to stop it at this point. What advertisers CAN do is make sure they’re using new...