Attribution is sometimes called the holy grail of measurement—and it's sometimes just an illusion. Honestly, it feels like ...

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 ...

See why last-click attribution falls short in complex B2B journeys and how multitouch attribution models provide clearer ...

Google is rolling out an update to attribution models in Google Analytics 4 (GA4) to more accurately credit paid search campaigns for driving conversions. Why it matters. The change addresses an issue ...

Vermont was the first state to try to hold polluters accountable for climate disasters. New research aims to assign specific responsibility. By Austyn Gaffney In 2023, the Winooski River in Vermont ...

The controversy surrounding a possible Van Gogh bought for less than $50 at a garage sale in Minnesota is heating up as more experts and art lovers weigh in, offering a possible alternative ...