Analytics & Measurement - Page 3
401 articles
ChatGPT Drives 303% Surge in B2B Website Referrals
Monthly referrals from ChatGPT to B2B sites have soared. Demandbase data shows a sharp increase, but the share of total traffic remains small. The quality and impact of AI-driven visitors are still debated.
OpenAI Expands ChatGPT Ads to 31 European Countries
Advertisers across Europe will soon access ChatGPT Ads, as OpenAI rolls out its conversational ad platform to 31 new markets. The move opens a high-intent channel for brands, with campaigns managed by OpenAI partners before self-service launches later this summer.
Ikea’s Ingka Group Launches Global Media Account Review
A major global media pitch is underway as Ingka Group, Ikea’s largest franchisee, reviews its billion-euro media account. Longtime partners iProspect and WPP Media face renewed competition. The outcome could reshape media buying in key markets.
AI Answers Now Dominate Nearly Half of Google Searches
User behavior is shifting as AI-generated responses in Google search results surge from 15% to 43% in one year. Publishers face mounting traffic losses as more queries are resolved without site visits. New data reveals how this trend is accelerating.
Google Search Console Now Tracks Social and Video Accounts
Brands can now verify TikTok, YouTube, and other social accounts in Search Console to access first-party search performance data. This update lets marketers measure social content’s impact across Google Search, Discover, and News.
YouTube Redefines Video Views With Instant Count Update
A major change to YouTube’s view count system will register a view the moment a video starts. The update could reshape how creators and advertisers measure video performance. Monetization rules remain unchanged.
WPP Faces Amended Lawsuit Over $350M Client Rebate Allegations
A former GroupM executive claims WPP Media kept millions in client rebates. Sony Pictures' internal probe reportedly uncovered $350 million misappropriated in China. WPP denies wrongdoing and seeks case dismissal.
Open-Source Marketing Mix Modeling Gains Ground Amid Privacy Shifts
Attribution is getting harder as privacy rules tighten. Open-source marketing mix modeling tools are now more accessible, with AI making them usable for non-experts. Marketers face new opportunities and risks.
AI Transforms Local SEO: How Local 5.0 Changes the Game
AI now verifies and recommends local businesses, shifting the burden from customers. Brands must connect location data, context, and intent to earn trust and visibility. Discover the five steps to thrive in the Local 5.0 era.
Top Investors Fuel 2026’s Record Unicorn Surge
A surge of 250 new unicorns has emerged in 2026, outpacing last year’s total. Major players like Sequoia Capital, Khosla Ventures, and Y Combinator are leading the charge. Find out which sectors and investors are dominating the latest funding wave.
Horizon Media’s Bob Lord Pushes Agencies Toward AI-Driven Growth
AI is changing how agencies work with advertisers. Bob Lord of Horizon Media says transparency and performance-based pay are replacing old models. Agencies that resist risk falling behind.
Nielsen Upgrades Video Measurement to Tackle Audience Bias
New data sets and wearable tech aim to improve accuracy. Nielsen targets underrepresented demographics and co-viewing. Updates arrive before the Fall TV season.
AI Overviews Shake Up Organic Search Traffic Reporting
Brands tracking AI Overview referrals found 22% of sessions misattributed as Direct, not Organic. Nine months of data reveal volatile traffic swings, content citation patterns, and new challenges for SEO analytics.
AI Speeds Up Marketing Teams, But Is Value Really There
Marketing teams are producing content faster with AI. But many leaders question if this speed translates to better business results. Data shows most companies struggle to prove AI’s financial impact.
Unlocking the Real Reason Advertising Changes Consumer Behavior
Most advertising theories miss the core question: why do ads actually work? A new approach argues that understanding motivation and subconscious triggers is key to making campaigns more effective.
ANA Pushes for Retail Media Standards as Ad Spend Surges
Marketers face challenges proving ROI in retail media. ANA members cite inconsistent measurement as the top barrier. New recommendations aim to unify metrics across networks.
Amazon’s Asda Deal Signals Shift in European Retail Media
A major UK grocer partners with Amazon to unify retail media measurement. The move could pressure other networks to standardize. Industry leaders are watching for broader impact.
Why Linear TV Remains Valuable Despite Agency Challenges
Operational hurdles, not audience loss, are holding back linear TV. Smaller agencies face high costs and complexity. New tech platforms aim to make linear TV more accessible and efficient.
Google Ranking Factors Revealed in Antitrust Case Evidence
Court documents shed light on the three main groups of ranking factors Google uses to determine search visibility. The findings highlight the importance of topical relevance, user click data, and site quality. SEO professionals are urged to focus on these core areas for maximum impact.
Indian News Sites Overtake US and UK Publishers in Google Rankings
Traffic is dropping for major US, Canadian, and British news publishers as Indian outlets dominate trending queries on Google. Western publishers are losing clicks by skipping viral, search-driven content. Indian sites are filling the gap.
HolidayCheck Leads Google AI Travel Search Visibility in Germany
AI is changing how travelers find and book trips. HolidayCheck now ranks first for visibility in Google’s AI-powered travel search results. The platform’s content and technical strategy drive its lead.
Why AI-Built Tools Need Proof They Actually Work
AI can deliver prototypes in minutes, but unchecked speed risks missing features and faulty logic. Learn why verifying shipped code and SEO fixes is now essential for agencies and brands.
Waymo Selects WPP to Lead Media Strategy in Key Markets
WPP Media will oversee strategy and buying for Waymo in North America, Europe, and MENA. The assignment follows Waymo's first national ad campaign and signals a push into new international cities.
Supply-Path Optimization Faces New AI Challenges in Media Buying
AI is reshaping media buying, but supply-path optimization remains essential. Goodway Group tests agentic AI while demanding transparency and value for advertisers. The industry weighs efficiency against control.
Google Analytics Rolls Out Custom Attribution Windows for Conversions
Advertisers can now set precise lookback periods for both click-through and engaged-view conversions. The update removes preset limits, offering more control over how campaigns are measured. Customization is available in both Google Analytics and Google Ads.
Linear TV Holds Back Digital Ad Platforms’ CTV Ambitions
Streaming ad growth is slowing as linear TV keeps most U.S. ad viewing. Digital ad platforms face shrinking opportunities while walled gardens dominate connected TV. Analysts see no quick shift ahead.
How LLM Referral Traffic Is Reshaping Conversion Strategy
AI-powered search is sending visitors to websites with higher intent than traditional paid search, but their journey looks nothing like a standard PPC funnel. Marketers must rethink landing pages and measurement to capture these high-value leads.
Why Demand Gen Is Transforming the PPC Playbook
Performance marketers now face new demands as Google’s Demand Gen campaigns shift PPC from intent-based targeting to full-funnel creative strategy. Learn how audience insights, creative assets, and attention metrics are reshaping paid search success.
Dentsu Targets Profitability in All Markets by 2027
Net organic growth reached 0.3% in the first half. Dentsu updated its turnaround plan and aims to eliminate losses in every market by 2027. The company is cutting costs, reducing staff, and investing in digital and AI capabilities.
ERGO Launches External Attribution for Disney+ Video Ads
A new campaign on Disney+ uses external attribution to track real business outcomes. ERGO and lead link aim to connect streaming ads with measurable results. The approach could reshape how brands evaluate video performance.
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