The number-one job of a marketer is to invest budget wisely to drive sales. That inherently requires accurately measuring the performance of that spending. Yet most advertisers still rely on flawed ...

One of the hottest trends in advertising effectiveness measurement, especially with privacy concerns killing user-level online tracking, is geographic incrementality experiments. These experiments are ...

UK commercial broadcaster ITV has unveiled a service designed to help brands build robust, accurate measurements of the outcomes from TV advertising, across multiple metrics on both regional and ...