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  • The Promise of Cross-Device Attribution

    Cross-device tracking and attribution has been a problem for marketers ever since smartphone and tablet use became mainstream. The conundrum that markets face is how to allocate budget across desktop, tablet, and mobile channels when they cannot calculate ROI accurately. [...]

  • Can Programmatic Work with Upper-Funnel Metrics?

    At ATS New York on 3 November, ExchangeWire’s CEO, Ciaran O’Kane moderated a panel between Dom Joseph, co-founder and CEO, Captify; Tyler Pietz, VP, programmatic, Cadreon; and Adam Heimlich, SVP programmatic, managing director of HX, Horizon Media on the topic [...]

  • Why the Single Customer View Isn’t Good Enough Anymore

    Delivering a seamless, personalised customer experience requires brands to be able to see beyond the boundaries of single channels to understand how customers move through online and offline worlds. The single customer view (SCV) has become something of a Holy [...]

  • Bringing Unified Marketing Attribution to The Modern Marketer

    In our latest column from the IAB’s Display Trading Council, Shady Twal, head of programmatic, AOL and Matt White, EMEA managing director, Quantcast collaborate on discussing the benefits of a unified marketing attribution model. Traditional digital attribution solutions offered by many [...]

  • The Secret to User-Centric Marketing Attribution

    Clicks. Touchpoints. Conversions. Most conversations about marketing attribution focus on the activities that lead to a desired outcome – typically, a sale. We want to know which ad, on which channel, served up by which publisher, at what time, resulted [...]

  • Understanding Attribution From the Inside Out

    Attribution is a term that means all things to all people; but its complexity is often misunderstood. In this feature, ExchangeWire speak with Paolo Gaudiano (pictured below), founder and CEO, Infomous, and attribution expert in his capacity as board member of attribution [...]

  • Advanced Attribution: A Complex Problem to Solve

    Attribution: a word that has different definitions across the industry and can mean all things to all people, or simply nothing at all. For brands that want to implement attribution modelling successfully, what do they need to take into consideration? [...]

  • Digital Attribution Isn't Enough: Q&A with Paul Dyson, Founder, Data2Decisions

    Attribution modelling is a powerful tool for measuring marketing channel effectiveness and ensuring channels further up the purchase funnel are given credit for their contribution. However, argues Paul Dyson (pictured below), founder, Data2Decisions, marketing goes beyond online; and the holy [...]

  • Google Analytics 360 Suite: One Step Closer to a Closed Ecosystem?

    On 15 March, Google announced their Analytics 360 Suite, referring to it as "an enterprise-class solution for a multi-screen world". The new suite combines existing products with new and updated products to allow businesses to house all data and insights under [...]

  • Deciphering the Infinite Iterations of the Consumer Journey

    The consumer journey is no longer a single pathway from awareness through consideration to conversion. In this piece, Ben Sidebottom, director, solution architecture, Visual IQ (pictured) discusses how modern-day consumers draw information about brands from a greater number of sources than ever before, [...]