Reporting on attribution, incrementality, verification, and the metrics frameworks advertisers rely on to evaluate spend.
5 articles and counting.
IAB Tech Lab's AAMP protocols now have a runtime: Kochava's StationOne hosts 19 agent skills covering the full buy-side workflow. The measurement loop is the piece still missing.
Shopify just opened agentic storefronts inside ChatGPT, Copilot, Gemini, and Google AI Mode. The channel attribution story sounds clean. The GEO measurement reality is something else entirely.
The ad-blocking browser now sells ads with query-only targeting and no programmatic pipes. Here's what its closed-loop measurement model actually gives advertisers, and what it doesn't.
Netflix launched its Conversion API this month, joining Meta, Google, TikTok, Snap, LinkedIn, and Roku in making server-to-server attribution the default measurement architecture. The panic phase of signal loss is over. The engineering phase is here.
Smartly is acquiring always-on incrementality startup INCRMNTAL, embedding causal lift measurement directly into its creative and media optimization loop. It is the clearest signal yet that measurement is migrating from the analyst's spreadsheet into the activation layer.