Cross-device tracking and attribution has been a problem for marketers ever since smartphone and tablet use became mainstream. The conundrum…
At ATS New York on 3 November, ExchangeWire’s CEO, Ciaran O’Kane moderated a panel between Dom Joseph, co-founder and CEO,…
Delivering a seamless, personalised customer experience requires brands to be able to see beyond the boundaries of single channels to…
In our latest column from the IAB’s Display Trading Council, Shady Twal, head of programmatic, AOL and Matt White, EMEA…
Clicks. Touchpoints. Conversions. Most conversations about marketing attribution focus on the activities that lead to a desired outcome – typically,…
Attribution is a term that means all things to all people; but its complexity is often misunderstood. In this feature, ExchangeWire…
Attribution: a word that has different definitions across the industry and can mean all things to all people, or simply…
Attribution modelling is a powerful tool for measuring marketing channel effectiveness and ensuring channels further up the purchase funnel are…
On 15 March, Google announced their Analytics 360 Suite, referring to it as "an enterprise-class solution for a multi-screen world". The…
The consumer journey is no longer a single pathway from awareness through consideration to conversion. In this piece, Ben Sidebottom,…