Analytics & Measurement - Page 2
130 articles
Why Separating Brand and Performance Marketing Fails
Marketing teams still split brand and performance, but this division often leads to wasted resources. Integrating both strategies is now critical for sustainable growth. Here’s why the old debate no longer works.
Google and Meta Face Off With Open-Source MMM Tools
Marketers must decide between Google and Meta’s open-source marketing mix modeling tools. Each option offers low-cost measurement, but comes with potential conflicts. The choice could impact how campaigns are evaluated.
Why B2B PPC Success Demands More Than Lead Volume
Relying on lead counts can mislead B2B marketers, especially with long sales cycles. True campaign value emerges only when qualified opportunities and revenue are tracked. Discover how to build a feedback loop that aligns Google Ads with real business outcomes.
CTV Ad Strategies Shift Focus to Viewer Mindset and Context
Advertisers are rethinking CTV campaigns as audience mindset and context become key. Brands now look beyond scale, aiming for creative impact and high attention. Data from multiple devices is shaping new approaches.
MRC Updates Accreditation Status for VideoAmp and Nielsen One Ads
Two major ad measurement services are no longer under MRC review. VideoAmp will revisit its application in 2027. Nielsen One Ads is being updated and withdrawn for now.
CIMM Launches Task Force to Tackle Kids’ Media Measurement Gap
A new industry group is targeting the disconnect between how children use digital media and how advertisers track their behavior. Billions in ad spend and compliance risks are at stake. The initiative seeks to modernize measurement standards.
Publishers Turn to AI Visibility to Attract Advertisers
AI visibility is emerging as a key metric for publishers. Media companies are leveraging their presence in AI answer engines to appeal to advertisers. Measurement tools remain inconsistent, but the race for prominence is on.
Why First-Party Data Still Misses Its Full Potential in Ad Tech
Brands invest heavily in customer data, but most still use it only for retargeting and audience suppression. The real value comes from using first-party insights to identify and convert high-propensity customers.
Retail Media Faces New Demands as Programmatic Matures
Retail Media’s infrastructure is ready, but advertisers now want proof of impact. Industry leaders say the next phase requires better data, smarter campaigns, and clear evidence for non-endemic brands.
Farmers Insurance Picks Havas Media for $51.5M Account
A major insurance brand has selected a new media agency after a competitive review. Havas Media will now oversee national media strategy and buying for Farmers Insurance. The shift follows recent changes to the company's creative partnerships.
Why Real-Time Energy Monitoring Misses Costly Factory Faults
Many factories rely on real-time dashboards to track energy and carbon, but these systems often overlook slow-developing issues. This blind spot can lead to hidden costs and emissions that go undetected for weeks.
OpenAI and Google Drive AI Media Into the Mainstream
AI-native advertising is moving beyond tests. OpenAI expanded ChatGPT ads and built new tools. Google unified its AI ad vision. Infrastructure and agency partnerships are accelerating.
How to Prove GEO’s Business Impact Without Perfect Attribution
Marketers face new challenges as AI search disrupts traditional attribution. Learn how to connect Generative Engine Optimization efforts to real business outcomes, even when direct tracking falls short.
ChatGPT Drives Higher-Quality Phone Leads for Brands
AI-powered chat tools are sending more qualified callers to businesses. New data shows ChatGPT users are more likely to become leads. Phone calls remain a key step for high-intent buyers.
Profound Launches FactCheck to Tackle AI Brand Misinformation
AI-generated errors can damage brand reputation. Profound’s new FactCheck tool helps brands identify and correct inaccurate information in AI search results, offering practical solutions for content teams.
Ad Tech Moves From Audience Targeting to Real-Time Context
Digital advertising is shifting from static audience data to dynamic context systems. New AI-powered tools now interpret real-time signals for more relevant ad delivery. This change is reshaping how publishers and brands reach users.
How Publishers Can Win Big at the 2026 World Cup
Audience surges during the World Cup offer major revenue potential. Publishers with strong first-party data and privacy-ready ad products are best positioned to capture premium ad spend. Preparation is key to turning attention into lasting value.
PayPal Ads Uses Cross-Merchant Data to Prove Retail Media ROI
Retailers want proof that ad spend drives results. PayPal Ads analyzes billions of transactions across merchants to answer CFO questions and show ROI for brands like Adorama and Best Buy.
Audience Engagement Emerges as Key to Nonprofit News Survival
Nonprofit news outlets face new challenges as audience habits shift. Leaders at INN Days 2026 shared strategies for connecting with readers, especially younger generations. Algorithms and changing news demand are reshaping editorial priorities.
VideoAmp and Nielsen One Exit MRC Accreditation
Two major measurement providers have left the Media Rating Council's accreditation process. Their withdrawal could reshape how agencies and advertisers choose ad currencies. The competitive landscape for cross-media measurement is shifting.
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