Ad measurement and attribution are in crisis – but maybe that’s a good thing. “Actually, I’d even say it’s a great thing,” says Andrew Covato, founder and managing director of measurement consultancy ...

Few would argue with Peter Drucker’s famous line that “if you can measure it, you can manage it”. In programmatic, however, things aren’t proving so simple. While campaigns are certainly being ...

Google Analytics 4 update unifies conversion reporting across Ads and Analytics, introducing 'key events' and privacy-first measurement solutions. GA4 introduces 'key events' to replace conversions in ...

(via PBS Space Time) The mystery of what happens when we go from a superposition to a definite state is known as the Measurement Problem, and it’s arguably the most mysterious outstanding problem in ...