Snapchat is in the process of updating its attribution model in order to boost campaign engagement by providing its ad ...

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a ...

Within the prospective customer journey, I find that one of the biggest challenges and hardest concepts to grasp for today’s marketers is attribution modeling. With the numerous online and offline ...

“Data Driven Thinking” is written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Ronald Paul, CEO at Quisma, a European ...

Advanced attribution frameworks become more important as the advertising industry moves into channels that do not have the ability to click on media -- at least for now -- such as connected television ...

Google is removing four attribution models (first click, linear, time decay, and position-based) in Google Ads and Google Analytics starting May 2023. The change has produced mixed reactions among ...

As the marketing mix diversifies and technology provides greater insights than ever before, attribution -- identifying a user's interactions with your brand's touchpoints to analyze their value -- is ...

The marketing channel driving the conversion rate may not be the one you think it is.

Editor’s note: Christian Henschel is the CTO and co-founder of adjust, a mobile app attribution and analytics company. Cookies are the base tracking mechanism for most companies running online ...

Patient attribution models have gained increased importance with the advent of ACOs and other models in which organizations and clinicians are paid based on patient outcomes — but, according to the ...