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 ...

NEW YORK—As the TV industry grapples with the measurement problems that have been produced by rapid changes in the way people watch programming, the Coalition for Innovative Media Measurement (CIMM) ...

GA4 introduces 'key events' to replace conversions in behavioral analytics. Conversions will now be consistently defined across Google Ads and Analytics. GA4 is ...

NEW YORK—The Coalition for Innovative Media Measurement (CIMM) and TVB have released a study examining how local viewing is measured across television, mobile devices, browsers, streaming platforms ...

Spend is climbing, new networks are launching and every platform seems to deliver strong returns. And yet many marketers are asking the same uncomfortable question: How do we know what’s actually ...