Analytics & Measurement - Page 4
240 articles
How to Make GEO Drive Real Revenue, Not Just Visibility
AI search and GEO strategies often focus on visibility, but revenue-driven teams need a different approach. Learn which content and technical changes actually move the needle for sales, and why tracking the right metrics is critical.
IAB Unveils New Metrics for AI Search Visibility
Publishers and brands face new challenges tracking their presence in AI-driven search. The IAB has released guidance on measuring visibility, but stops short of setting standards. Marketers must adapt as AI search evolves.
Google Analytics Flags Missing URL Parameters in Campaigns
A new diagnostic alert in Google Analytics now warns marketers when campaign URLs lack key aggregate identifiers. This update aims to improve attribution accuracy as privacy rules reshape digital advertising.
Why Performance Marketing Hits a Growth Ceiling for Brands
Marketers have mastered demand capture, but many now face stalled growth. The focus on measurable results has left demand creation underfunded. New tools promise to close the gap.
IAB Tech Lab Rolls Out AAMP 2.3 for Agentic Ad Deployments
AAMP 2.3 aims to streamline agentic advertising for enterprises. The update brings enhanced privacy, improved accuracy, and easier integration with major ad platforms. Compatibility now extends to AWS and Databricks.
Sweetgreen Uses Atmosphere TV to Target World Cup Audiences
A new campaign put Sweetgreen’s wraps in front of sports fans during the 2026 FIFA World Cup. The brand focused on digital out-of-home ads in key cities. Early data shows a significant lift in store visits.
Digital Out-of-Home Ads Target Surging Women’s Sports Viewership
Women’s sports is attracting new ad dollars as digital out-of-home campaigns reach engaged fans. Publishers and tech vendors are tracking unique audience behaviors to inform marketing strategies.
Fox and iSpot Expand Deal to Speed Up Ad Outcome Data
Advertisers will soon access faster insights on whether TV ads drive real business results. Fox and iSpot are broadening their partnership to deliver outcome-based data, not just reach metrics.
Google Rolls Out SDF v10.1 With AI Labels and DOOH Tools
Advertisers using Display & Video 360 now have access to new AI transparency labels, digital out-of-home campaign support, and enhanced bulk management features. Google’s SDF v10.1 update also retires all earlier versions.
How Claude Code Transforms SEO Content Updates at Scale
A 14-step workflow now automates SEO content refreshes, helping brands recover lost rankings and boost revenue. See how targeted updates, precise measurement, and AI-driven processes deliver measurable gains for high-value pages.
AI, Inhousing and Data Are Reshaping Media Planning
Advertisers are building in-house media teams and demanding more control. AI tools like Apollo promise faster, data-driven planning, but human expertise remains essential. Industry leaders call for open debate on business models.
How Newsrooms Struggle to Prove Impact to Key Audiences
News leaders say translating impact for different groups is a major challenge. Many can show results, but struggle to communicate them to funders, boards, or communities. Gaps in messaging-not evidence-are common.
WPP Media Launches 'Made Together' Series With The Trade Desk
A new content series spotlights collaboration between WPP Media and partner companies. The debut episode features a candid discussion with The Trade Desk CEO. Industry tensions and agency relationships take center stage.
7 Proven Tactics to Stop SEO Scope Creep Fast
Unbilled SEO tasks can quietly erode your profits. Learn how to spot scope creep early, set clear boundaries, and implement processes that keep your projects on track and your margins protected.
Google Search Console Expands Platform Properties Worldwide
Social and video content creators can now track Instagram, TikTok, X, and YouTube performance in Google Search Console. New global rollout includes a detailed help guide for analyzing cross-platform data.
AI-Powered Brand Survey Ranks dm and Lindt at the Top
A new AI-driven survey ranks 112 major German brands by trust and preference. dm and Lindt lead, while Bild, Temu, and Deutsche Bahn fall behind. High ad spend does not guarantee brand loyalty.
Gaming Captures More Attention Than Social Media for Brands
Brands are missing out as gaming rivals social media in reach but far surpasses it in user attention. Marketers continue to invest heavily in social platforms, but new data shows gaming delivers deeper engagement.
Three Advertising Myths Costing Media Companies Real Results
Common beliefs about TV as a performance channel, platform independence, and identity data accuracy are being challenged. Media buyers and publishers face new realities as the market exposes flaws in these assumptions.
Unilever Activates 35 Brands and 50,000 Creators at World Cup
A 5.5% sales boost followed Unilever’s largest sports partnership. Rani Al Hajji explains how 35 brands and thousands of creators engaged fans in over 120 markets. The campaign set new standards for global brand activation.
How Funke Built a Data-Driven Framework for News App Growth
Funke Mediengruppe’s product team developed a KPI tree to guide news app decisions. Their data-led approach aims to align editorial, product, and business goals for better audience retention and revenue.
How to Break Down SEO and PPC Silos for Maximum Impact
Many companies struggle to align SEO and PPC teams, missing out on valuable search real estate. Discover proven organizational models, shared metrics, and data exchange tactics that drive collaboration and boost ROI.
Passkeys Now Required for New Google Ads API Tokens
Starting August 5, new OAuth 2.0 refresh tokens for Google Ads API will require passkey authentication. Existing tokens remain valid. Developers and agencies must prepare for the updated security process and potential onboarding delays.
Open Internet Narrows the Ad Spend Gap With Walled Gardens
Advertisers are shifting focus from reach to measurable outcomes. The open internet is gaining ground on walled gardens with improved data, AI, and credible measurement. Market consolidation is accelerating this change.
AI Models Fall Short in Media Planning Accuracy
A new benchmark from Havas Media Germany reveals that leading AI models struggle with core media planning tasks. Specialized systems outperformed general AI, raising questions about automation limits.
ChatGPT Ads Rolls Out Conversion Bidding and Geo Exclusions
Advertisers gain new tools for campaign optimization, conversion tracking, and budget pacing. ChatGPT Ads now supports geo exclusions, mobile measurement integrations, and bulk campaign management, making it more competitive with established ad platforms.
Brand Safety Tactics Shift as Teads Pushes Contextual AI
Advertisers face tough choices balancing brand safety and campaign reach. Teads' Scherief Hegazy explains why context and AI matter more than blanket blocks. He also details how quality journalism delivers measurable performance.
IPA Bellwether: Publishers Face New Demands for Quality and Results
Marketers are keeping budgets steady but want proof of value. Publishers must show measurable results, trusted environments, and richer content to win selective ad spend.
Agencies Struggle to Prove Client Visibility in ChatGPT
Clients now demand proof of their presence in AI search results, but most agencies lack the tools to deliver clear answers. New data shows AI-driven search is the top client request, outpacing paid ads and video.
Why Most SEO Tests Fail and How to Get Reliable Results
Many SEO experiments show positive results, but few prove real impact. Learn how to avoid common testing mistakes, isolate true performance gains, and decide when to scale changes for lasting search growth.
What World Cup Live Blog Data Reveals About Audience Habits
Audience engagement during the World Cup was driven by more than just match results. Data from 1,362 live blogs shows how knockout rounds and unexpected storylines shaped traffic for 24 publishers.
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