If there’s one thing that makes advertising measurement consultant Andrew Covato roll his eyes and shake his head, it’s the endurance of last-click attribution. Or, more accurately, it’s the fact that ...

Everyone in the industry says "incrementality," and it’s started to mean whatever the person using it wants it to mean. All ...

Why last-click fails: In an AI-first world, last-click attribution overlooks early-stage influences, rewarding only the final interaction and skewing budget decisions toward short-term wins. Demand ...

Last-click attribution has overstayed its welcome at the digital marketing party. It’s now clear that a shopper’s path to purchase involves a sequence of media touchpoints and that conversions very ...

PayPal is facing mounting criticism over allegations that its popular coupon-finding browser extension, Honey, essentially steals from content creators and affiliate marketers by exploiting last-click ...

Ecommerce brands that have been resisting Google’s gentle nudges toward data-driven attribution can no longer drag their feet. The tech titan has eliminated all but two attribution models: last-click ...

You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September. Last-click and data-driven ...

Attribution has been an untapped area of digital marketing for quite some time without an industry standard for measurement. Last click or first click attribution have previously been the methods for ...

Google is discontinuing first click, linear, time decay, and position-based attribution models in Google Ads from mid-July 2023. The company favors its AI-powered, data-driven attribution model for ...

A picture – or a comic in this case – is worth a thousand words. But each of our most popular comics of 2021 illustrated a key development in the world of advertising and media this year, from the end ...