Today’s customer journey through your company website, web pages and marketplace sales platforms often meanders across multiple websites, social media sites, links to authoritative websites, ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. In its purest form, advertising — and specifically mobile advertising and reengagement — ...

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a ...

Zartico and MMGY Global are Partnering to Help Tourism Organizations Better Measure and Optimize Digital Marketing Spend to ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marilois Snowman, CEO and founder of ...

Now that it’s 2016, there’s certainly one thing on which the digital advertising community can claim a wide consensus. As we edge closer to cross-device advertising and marketing making an ...

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Proper attribution is a challenge for marketers. Customers that purchase on the very first visit to a website are a rare species, and marketers spend most of the time unraveling the tangle of customer ...

The Advertising Research Foundation’s (ARF) “Attribution & Analytics Accelerator” conference concluded Thursday with a focus on attribution models. Alice Sylvester, Partner of conference co-host ...

Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you're trying to answer. Attribution is important, no matter your industry or ...