Any single attribution model will fail in modern marketing. What matters is designing attribution that is resilient, ...

Pinterest looks undervalued after tvScientific boosts CTV attribution and margin expansion. Click here to read my latest ...

Bay updated its user agreement earlier this week to ban third-party AI agents - specifically those that buy for consumers ...

Marketers are shifting from patching legacy models to rebuilding measurement around speed, strategy and trust — and AI is at ...

Precise Business Solutions, a national provider of managed IT services, cybersecurity, and digital growth solutions, ...

Partners stop scaling because they don’t believe your numbers. You hesitate to pay out because you don’t trust theirs. And leadership ends up making decisions based on partial truths. This is an ...

Last-click attribution credits all conversions to the last touchpoint—a demo request, a contact form, a direct visit to your site—that a prospect interacted with before buying. Last-click became the ...

Marketers are extending their Super Bowl campaigns beyond the Big Game, seeking proof of performance to justify their ...

This paper presents a novel framework for optimizing Carbon Release (CR) through an AI-driven approach to Fossil Fuel Intake (FFI) management. We propose a new training methodology for AI models to ...

As generative artificial intelligence (AI) systems move from experiments to infrastructure, the music business is being asked ...

Someone proposes an ad test. Someone else asks, “What’s the expected ROAS?” And before anyone can answer, the room divides.