If there’s one thing that makes advertising measurement consultant Andrew Covato roll his eyes and shake his head, it’s the endurance of last-click attribution. Or, more accurately, it’s the fact that ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Tim Vanderhook The ...

A picture – or a comic in this case – is worth a thousand words. But each of our most popular comics of 2021 illustrated a key development in the world of advertising and media this year, from the end ...

You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September. Last-click and data-driven ...

Build a measurement framework that compares Google, Meta, Microsoft, and Amazon ad performance fairly using layered ...

Ecommerce brands that have been resisting Google’s gentle nudges toward data-driven attribution can no longer drag their feet. The tech titan has eliminated all but two attribution models: last-click ...

Attribution has been an untapped area of digital marketing for quite some time without an industry standard for measurement. Last click or first click attribution have previously been the methods for ...