As TikTok’s global head of marketing science, it’s Jorge Ruiz’s job to prove that ads on the platform can drive results. But marketing measurement is as much an art as it is a science. Also in this episode: self-attribution, the rise (again) of MMM and how TikTok managed to roll with the ATT punches.
Ad measurement and attribution are in crisis – but maybe that’s a good thing says Andrew Covato, founder and managing director of measurement consultancy Growth by Science. “It’s time for change.”
The online gaming platform announced a slate of new features for its Immersive Ads hub at its investor day on Wednesday, including video functionality and contextual and age-based targeting available on a self-serve basis.
Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.
A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
Ad measurement is becoming more challenging due to signal loss. But there was never such a thing as perfect measurement, says Jen Faraci, chief data officer at Publicis-owned Digitas North America.
Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.
The German skin care company Beiersdorf, whose brands include Nivea and Eucerin, is using AI to test different elements of a brand’s creative assets to improve media performance.
Retail media networks overall still have a ways to go before they’re able to satisfy several basic buy-side demands, including better measurement, more transparency and some form of standardization.
It’s been a brutal few years for advertisers trying to drive lift while remaining sensitive to real issues and staying true to the brand. One area that has provided a respite from this noise was confidence in their measurement and verification tactics – but that sense of comfort may be coming to an end, writes Mark Zagorski, CEO of DoubleVerify.
