What's a Winning Attribution Process Playbook?

Like anything in business, it's one thing to say it...it's another…

What % Does Creative Impact TV & Digital?

Creative in TV = 70% of impact. Creative in Digital = 35% of…

Is Linda Yaccarino TV's Gandhi?

At last year's NBCU Summit attended by competing TV executives,…

Why CTR & VTR Are Dead Metrics in Programmatic Display

Marc Pritchard now knows it. Any serious marketer (P &G)…

Can You Get 3x ROI on Your Attribution Investment?

Berkshire Hathaway delivered a 20% annualized return from 1968-2011.…

Why Marketing Budgets Surge 30% With Attribution?

It's budget time: when CMO's & CFO's dance the dance of "chicken…

Is HH Addressable TV 6% Cheaper Than Programmatic Display?

Addressable TV 6% cheaper than Programmatic display?Yes.For…

Viewability’s Material Flaw

"When an executive at a leading exchange claimed 100% viewability...that's…

Impact of Time in Attribution

All we see on the apple tree in spring is a flower--the apple…