multi-touch attribution

Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Jeff Sue, GM, Americas at Mintegral.  Connected TV (CTV) is rapidly emerging as an enticing channel for advertisers looking to increase their campaign reach and tap into new channels of ad inventory. The mobile ad […]

Yes, the headwinds are blowing for digital advertising. There’s signal loss, regulatory scrutiny, platform privacy changes and a looming recession, to name a few. But McKinsey Partner Emily Del Greco sees opportunity on the horizon for commerce media and new forms of measurement.

The round was led by Play Ventures VC with participation from Heracles Capital, a $10 million fund focused on mobile investments that was launched in May by Mobile Dev Memo Founder and all-around mobile smartypants Eric Seufert.

Multi-touch attribution is reaching an inflection point (finally). The majority of large advertisers (53%) now say they use MTA to track and optimize their spending across channels, according to new research from marketing trade org MMA Global. But why now?

As the consumer journey has grown more complex across a fragmented ecosystem, attribution has become much more challenging – particularly in CTV/OTT advertising. Enter multi-touch attribution (MTA), the only effective way to fully understand the customer journey, writes TJ Sullivan, EVP of strategy at Digital Remedy.

American Express is investing in measurement technology to try and give credit where credit is due. Since 2019, Amex has been moving away from multi-touch attribution and embracing marketing mix modeling and machine learning to power its approach to measurement.

Ocean Spray is using a version of the vigorous measurement approach that the Food and Drug Administration uses to test medicines and vaccines, including the COVID-19 vaccine. The method, called randomized control trial (RCT) measurement, isn’t a new concept. (Fun fact: Apparently, the first randomized control trial took place in Nuremberg, Germany in 1835, as […]

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. Our guest this week, Manu Mathew, got in on the ground floor of multi-touch attribution (MTA) when he founded Visual IQ. The MTA company rose with the programmatic tide before being acquired by Nielsen in 2017. The category […]