Many data-driven companies are assessing the performance of their digital channels holistically with marketing attribution tools and software. These tools can be extremely handy when it comes to ...

There are a lot of misconceptions about ad measurement. Some marketers believe media mix modeling is superior to multi-touch attribution or that it’s possible to pinpoint the exact impact of each ...

Forbes contributors publish independent expert analyses and insights. Gary Drenik is a writer covering AI, analytics and innovation. In today’s marketing landscape, attribution models are commonly ...

Magellan AI expands its iHeartMedia partnership to include broadcast radio, giving advertisers unified measurement across ...

An update to attribution models in Google Analytics 4 (GA4) will more accurately credit paid search campaigns for driving conversions. Google is rolling out an update to attribution models in Google ...