Analytics

As DoubleVerify (DV) aims to make attention metrics a key part of its product mix, it tapped ad industry veteran Daniel Slotwiner to lead its Attention Lab initiative.

QR codes went from zero to hero during the pandemic. But are people still using QR codes as much now that the pandemic is under control? Bit.ly CEO Toby Gabriner weighs in.

Google Analytics began 2022 with an important goal to migrate its entire customer base onto Google Analytics 4 (GA4). Universal Analytics (UA), the longtime baseline analytics service, was to sunset by October 2023. UA was set for shutdown next year, but Google Analytics announced on Thursday that the company will push that deadline to July 2024.

Call it the rise of TikTokalytics. A group of young attribution and analytics startups, the newest wielding particular talent on TikTok, have inherited the Earth from multi-touch attribution (MTA) companies.

The impending Google customer force-shift from Universal Analytics (UA) to Google Analytics 4 (GA4) represents a major change to how advertising ROI will be measured via Google’s services going forward. But publishers that spoke to AdExchanger about their migration plans aren’t feeling the same pressure as with, say, preparation for third-party cookie deprecation, Google’s other major upheaval scheduled for next year.

In nature, animals migrate. Elephants, birds, turtles – by some combination of memory, instinct and intuition, creatures in the wild know to make the same epic voyage every year. But how did they make the first great migration? If anyone figures that out, let Google know. It’s struggling to get marketers on board with a major analytics migration set for next year.

Edgemesh Server, a commerce-based site and server operator, launched its first solution targeted at the ad industry this month to help commerce companies identify and root out bots and automated traffic that trigger valueless ad clicks. Edgemesh is one of several new cloud and mar tech solutions that see programmatic advertising and commerce as a growth opportunity, but aren’t wading into ad tech themselves.

“If you’re a consumer, Google is great, but if you’re a business … you never want to run your business on Google,” Spenser Skates, CEO and co-founder of Amplitude, tells AdExchanger. Amplitude wasted no time trying to poach customers after Google announced plans to shut down Universal Analytics (UA) and force an upgrade to Google Analytics 4 this summer.

Landing page specialist Unbounce is buying attribution and analytics software provider LeadsRx in a bid to help its SMB clients increase the quality and volume of their conversions. Terms of the deal were not disclosed.

Who says television and social media don’t mix? Not Comscore, at least. The TV and digital measurement company announced on Friday that it has acquired social media-focused audience intelligence platform Shareablee for $45 million. “The reason we did the deal is that the customers in our digital business told us they want Comscore to do […]