The report outlines how false precision in attribution is leading brands to misallocate spend as privacy and AI reshape ...

Vibhor Kapoor is the President of AdRoll, a marketing and advertising platform that helps business-to-consumer brands grow their businesses. Third-party cookies have long been used by advertisers to ...

Throughput metrics track efficiency but miss creative’s broader business impact. Measure creative’s revenue influence, brand ...

For the past three decades, most of digital advertising has revolved around one obsession: performance. Marketers leaned on channels that could prove conversions: search ads, programmatic retargeting ...

I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net ...

Advertisers trying to measure the impact of a recent campaign see a bunch of clicks and impressions, but have no idea which companies engage with the ads. Traditional attribution models fall short -- ...

Sylvan is a performance book of record platform designed to help users analyze and explain performance in an operationally efficient way, featuring: Sylvan differs from other performance and ...

Return on investment (ROI) is one of the most scrutinized metrics in marketing. Executives demand clear-cut numbers to justify their budgets, and marketers strive to demonstrate the effectiveness of ...

When you bought your coffee on the way to work this morning, why did you choose that particular brand? Was it a magazine ad, recommendation from friends, the posters near the station, or did you just ...