Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

No single ad measurement methodology works well anymore for brands with multiple points of sale. That is why attribution startups and consultants use phrases like “triangulation” to refer to a ...

As tracking breaks down, combining top-down modeling with tactical attribution is becoming essential for budget decisions.

CHICAGO, May 20, 2026 (GLOBE NEWSWIRE) -- TransUnion (NYSE: TRU) and Google today announced an industry-first capability that helps marketers measure YouTube advertising within TransUnion’s ...

As third-party cookies phase out, measuring marketing performance is becoming more complex. Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one ...

For years, marketing attribution has been treated as a reporting exercise: assign credit, justify spend, move on. But today, attribution is no longer just an analytics function—it’s a strategic ...

One of the biggest challenges in marketing is quantifying the influence of each customer touch point. Even marketing teams that can map the entire customer journey have trouble identifying the exact ...

Attribution in paid media has long been the unsung hero of digital marketing, quietly driving decisions that can make or break a campaign’s success. Yet, as the digital ecosystem becomes increasingly ...