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

AI-driven search is breaking last-touch attribution. First-touch analytics reveals SEO’s role in discovery, influence, and ...

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 ...

Ecommerce brands that have been resisting Google’s gentle nudges toward data-driven attribution can no longer drag their feet. The tech titan has eliminated all but two attribution models: last-click ...

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 ...

Traffic is down, but publisher content still drives sales. Partnerize's attribution model lets publishers measure performance and determine compensation.

If you’re still measuring sales attribution based on the last place your customer clicked before converting, you’re missing out on valuable information. Attribution has evolved, and in a brave, new, ...

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

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 ...

It needs to be said: Television is under-monetized. Brand advertisers dominate traditional television, driving about $60 to $70 billion in revenue. The performance advertising sector, with its ...

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 ...