The latest news, analysis, and insights on measurement. 3 articles and counting.
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.