Analytics & Measurement - Page 5
240 articles
AI Personalization Raises Data Security Stakes for Publishers
Media and marketing firms are ramping up AI investments. But experts warn that weak data strategies and security gaps could threaten business models. Data quality and resilience are now critical for growth.
AI Agents Are Now a Real Audience for Advertisers
Non-human traffic is no longer just bots. AI agents acting for real consumers are reshaping how brands measure, target, and value online audiences. Advertisers must adapt to this new reality.
How Smart Governance Turns Google Ads Automation Into an Edge
Misaligned signals can send Google Ads automation off track, but businesses that set clear goals and maintain strong feedback loops are seeing better results. Learn how intentional governance is shaping paid search outcomes in 2026.
Google Ads Surfaces Missed Growth Estimates in Recommendations
Advertisers now see estimated lost clicks, conversions, and revenue from budget or bid limits directly in the Recommendations tab. The new beta highlights where spend increases could unlock more results, but estimates remain directional.
Hearst UK Cuts Article Volume to Boost Content
Major publishers are shifting from quantity to quality. Hearst UK now requires journalists to justify every article. The Telegraph has trimmed its newsletter lineup to focus on engagement and subscriber growth.
Google Ads Adds Bulk Linking for GA4 Properties
Managing multiple ad accounts just got easier. Advertisers can now connect several Google Ads accounts to a single Google Analytics 4 property in one step, streamlining data sharing and reducing manual work.
GumGum Launches AI Tool for Custom Audience Segments
A new AI-powered tool from GumGum turns campaign briefs into tailored audience segments. The solution is now available for activation within The Trade Desk. Early adopters include major brands.
OpenAI Unveils New Framework to Measure AI Investment Value
A new approach aims to help companies track AI’s real business impact. OpenAI’s CFO details a framework focused on outcomes, cost, and reliability. The method targets enterprise needs as AI adoption grows.
Corcoran Group Uses AI to Cut Ad Waste and Boost Results
AI-powered insights are helping Corcoran Group focus ad spend on what works. The company now analyzes creative and performance data together to reduce wasted budget. New tools reveal which campaigns drive real results.
Stagwell Unveils Curated AI Marketplace for Premium Media Buys
A new platform will let brands access handpicked ad inventory across CTV, video, display, and audio. Stagwell aims to cut out traditional ad-tech middlemen and boost transparency for clients.
Google Rolls Out Enhanced Brand Lift for Deeper Ad Insights
A new Enhanced Brand Lift Study option in Google Ads lets advertisers detect smaller shifts in brand metrics, but requires a much larger budget. The update aims to improve measurement for upper-funnel campaigns.
Google Tag Manager Launches Guided Setup for Ads Conversion Tracking
A new Guided Setup in Google Tag Manager now automates Google Ads purchase conversion tracking. The beta feature reduces manual configuration, aiming to help advertisers measure results faster and with fewer errors.
Stop Reporting SEO Wins That Don’t Move the Business
SEO teams often highlight rankings and traffic, but executives want to see direct impact on revenue, sales, and leads. Learn how to align your SEO reporting with business priorities and avoid common pitfalls that erode trust.
Why Ad Platforms Report More Conversions Than You See
Finance teams often see fewer sales than ad platforms report. Each platform uses its own attribution rules, counting methods, and time windows. Understanding these differences is key to making smarter marketing decisions.
Why Retail Media and DOOH Remain Siloed Despite Industry Consensus
Advertisers see strong potential in combining Digital Out of Home and Retail Media. Yet most campaigns are still planned separately. Strategic and technical barriers persist.
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.
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