Marketing measurement is broken, and everyone knows it. Every week, I talk to marketing leaders who are desperate to quantify the revenue that marketing is incrementally delivering to the business. Many of them have some kind of marketing mix model (MMM) in place, yet still rely almost exclusively on last-touch attribution (LTA) to optimize their marketing investments on a daily, weekly and monthly basis.
With a growing array of platforms and channels competing for consumer attention, advertisers have been increasingly looking for ways to understand which ads and placements drive engagement and sales – not just engagement and sales that would have happened anyway but true incrementality.
Meta introduced a set of new features Wednesday that gives advertisers more granular metrics for how they value traffic and ad campaign conversions .
Transparency has become the currency of credibility in advertising. Larger holding companies and black box AI platforms must recognize that their opaque practices are no longer sustainable.
Incrementality measurement may be a sound methodology, but online ad platforms are not really bringing a steady river of new-to-brand customers with their incrementality-based solutions.
Criteo’s Brian Gleason shared how it is working with agencies to capitalize on curation and measurement opportunities in retail media and CTV.
2024 was a year of hectic change for ad measurement. These are a few of the new ad attribution trends and techniques programmatic advertiser should know going into 2025.
Special guest and prolific ad tech investor Eric Franchi of Aperiam Ventures discusses his firm’s recent bet on attention metrics startup Adelaide. Plus: What’s up with Meta’s new third-party attribution partnerships?
In the past year, Baby product and mattress brand Newton Baby has put all its media channels through a new testing regime for incrementality. It was a revelatory experience.
These are steps you can take to achieve incrementality, streamline your media strategy and drive exponential growth, writes Brian Chap of Tech Recipes.
