There are numerous ways to measure paid search and its contributions across channels. Your PPC strategies can guide specific user behaviors, and in turn, change how you measure attribution and ...

To help B2B marketers gain a more reliable understanding of advertising responses, LinkedIn is updating its advertising attribution models with a new hybrid attribution methodology that the ...

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader ...

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams. Attribution modeling is one of the best tools for ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marilois Snowman, CEO and founder of ...

Sonic’s new “Coke Your Way” campaign features Benny Blanco, Machine Gun Kelly and Jessie Murph to highlight drink customizations. This new portfolio school aims to fill a widening gap in training ...

Adam Goldberg is Chief Innovation Officer of ClearSaleing. AdExchanger.com asked Goldberg about the latest advancements and traction with effective attribution modeling in digital advertising.

For years, marketing attribution has been treated as a reporting exercise: assign credit, justify spend, move on. But today, attribution is no longer just an analytics function—it’s a strategic ...

Google is removing four attribution models (first click, linear, time decay, and position-based) in Google Ads and Google Analytics starting May 2023. The change has produced mixed reactions among ...