There’s MMM and MTA, but no single ad measurement works for brands with multiple points of sale. On Tuesday, Northbeam launched an incrementality tool to complete what it calls “the trifecta of ...

DatafuelX rehired co-founder Dan Aversano to take the helm as CEO and lead it through its next growth phase, which revolves ...

Measurement and performance are expected to dominate convos at upfronts; Tubi doubles down on AI; and Meta takes down ads ...

When Apple launched AppTrackingTransparency (ATT) in 2021, access to deterministic identifiers fell sharply as roughly 80% of ...

European TV has never been an easy market for buying or selling advertising. That is why RTL Group is focusing on a total ...

Every company wants an AI-powered product. So what do they all look like? From A/B testing and media optimization to agentic ...

Dive into AdExchanger's privacy-first measurement coverage for the latest updates, expert opinions, and analysis shaping the future of advertising and marketing technology.

Liquid Death is known for its irreverent branding and provocative slogans, such as “murder your thirst” and “death to plastic.” Its campaigns also lean into that over‑the‑top vibe. A couple of years ...

Pepsi cut ads, raised prices, and now must reverse both; YouTube is bringing interactivity to TV content; Instagram kills ...

No single ad measurement methodology works well anymore for brands with multiple points of sale. That is why attribution ...