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 ...

Now that it’s 2016, there’s certainly one thing on which the digital advertising community can claim a wide consensus. As we edge closer to cross-device advertising and marketing making an ...

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LONDON--(BUSINESS WIRE)--Quantzig, a global data analytics and advisory firm, that delivers actionable analytics solutions to resolve complex business problems has announced the completion of its ...

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

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 ...

In its purest form, advertising — and specifically mobile advertising and reengagement — relies on one key chain of events: the presence of an advertisement (a view or impression) creating awareness ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marilois Snowman, CEO and founder of ...

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 ...