Attribution

The new report provides transparency into where ads are consumed across linear and streaming channels, revealing a gap between viewership and ad exposure

Returning users can distort campaign performance — repeated clicks from existing customers inflate click-through rates and other metrics.

The 2026 World Cup produced a record surge in sports betting acquisition spending — and, according to TrafficGuard's data, a significant share of it may never have reached a genuinely new customer.

As AI accelerates marketing decisions, Sarah Maina of AppsFlyer explains why trusted measurement, reliable data and human oversight will determine whether that speed translates into sustainable business growth.

Retail media is pushing marketers beyond attribution and platform metrics, as InMarket’s Michael Della Penna and Basis’ Amy Rumpler explain why incrementality and business outcomes are becoming the new standard for measuring advertising impact.

Incrementality has become the benchmark for proving media effectiveness, but marketers still need attribution, MMM and performance analytics to understand why campaigns succeed or fail.

As AI agents and automated traffic reshape digital advertising, performance marketers must prioritise traffic quality over clicks to improve bidding accuracy, reduce wasted spend, and drive meaningful conversions.

As healthcare digital advertising nears the $30 billion threshold, Ben Miles and Jason Powers explore how privacy-safe attribution is transforming local trust from an awareness metric into a measurable business outcome.

The report shows sales and distribution teams are under pressure to drive revenue growth, while disconnected systems and AI uncertainty make execution harder.

Marketing measurement has never been perfect, but today’s most successful teams are rethinking how they interpret data, combining MMM, LTA, and incrementality testing to build more reliable frameworks for business growth.