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Advertisers of all stripes are rethinking their ad measurement and attribution strategy.Signal loss and all that.But the burst of new incrementality testing models, in-housing programs, multitouch attribution and media mix modeling efforts haven't exactly led to a renaissance of understanding how measurement works, according to Rudy Grahn, the attribution and measurement global strategy lead at Prohaska Consulting.
Advertisers of all stripes are rethinking their ad measurement and attribution strategy.Signal loss and all that.But the burst of new incrementality testing models, in-housing programs, multitouch attribution and media mix modeling efforts haven't exactly led to a renaissance of understanding how measurement works, according to Rudy Grahn, the attribution and measurement global strategy lead at Prohaska Consulting.
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