You don’t need to reconstruct every touchpoint. You need enough evidence to understand what’s contributing to the outcome.

For years, B2B marketers treated attribution like a courtroom case: gather the evidence, assign credit, and prove which channel “won.” That model no longer fits how buyers behave, and likely never did ...

Global advertising expenditure has surpassed the $1 trillion mark for the first time. Digital advertising continues to dominate this growth, with digital channels encompassing search and social media ...

Vibhor Kapoor is the President of AdRoll, a marketing and advertising platform that helps business-to-consumer brands grow their businesses. Third-party cookies have long been used by advertisers to ...

Success for institutional investors is built on operational excellence, performance attribution, risk management, and cash management. Over the course of 2024 we’ll explore these themes in detail and ...

For chief marketing officers of retail brands and businesses, knowing which channels and campaigns deserve the marketing budget can directly impact the success and length of their tenure. But in today ...