Analytics & Measurement - Page 2
240 articles
SEO and AI: Why Structured Content Still Drives Visibility
AI is changing how search works, but core SEO principles remain. Katharina Vogt explains why structure, trust, and real experience matter more than ever. Companies relying only on AI-generated content risk losing visibility.
Why Cheap Paid Media Clicks Can Hurt Your ROI
Low-cost clicks may seem efficient, but they often fail to deliver real business results. Discover how focusing on the right paid media metrics can drive more sales, revenue, and profit for your campaigns.
Why SEO Success Now Depends on What Happens After the Click
Organic search is evolving as AI changes user behavior. Traffic alone no longer guarantees results. Discover why optimizing for conversions after the click is now essential for SEO teams and digital marketers.
WPP Moves to Seal Sony Probe Details in Foster Lawsuit
Confidentiality concerns drive WPP to request sealing of Sony investigation details in a high-stakes legal battle. The company cites potential improper information sourcing and attorney-client privilege.
UAE Sets Two-Year Deadline for Agentic AI in Government
Half of UAE federal government operations are set to shift to agentic AI models within two years. Officials are now working to define which tasks AI can handle autonomously, raising new questions about accountability and oversight.
How to Calculate the Real Cost of Manual Checks in Publishing
Hidden manual tasks drain resources in publishing operations. Learn how to identify, measure, and prioritize automation and AI investments for maximum impact.
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.
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.
Why Agentic AI in Advertising Needs Human Oversight
AI agents are reshaping advertising, but unchecked automation can risk budgets. Human review and strict governance are essential when real money is at stake. Deterministic systems, not probabilistic models, must control campaign execution.
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.
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.
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.
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.
Google Merchant Center for Agencies Raises Account Limit to 1,000
Agencies managing e-commerce clients now have clarity on account limits. Google has updated its Merchant Center for Agencies documentation, confirming support for up to 1,000 linked client accounts. This change impacts how agencies plan and scale their operations.
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.
New Model Uses Three Audience Signals to Guide Story Investment
A consultant's framework analyzes direct, social, and search traffic to help newsrooms decide which stories deserve more resources. The approach aims to align editorial, product, and marketing teams.
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