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Measurement & Attribution

Tools and methods for verifying ad delivery and quantifying its impact on outcomes such as sales and conversions.

Related topics:CTV (Connected TV)Retail MediaMobile & In-App Advertising

  1. Brand measurement needs a new source of truth

    AI makes it possible to combine search, social, ecommerce, and commercial signals for a more continuous view of brand health.

    Oct 8, 2026Brand MeasurementAI in MarketingConsumer UnderstandingBrand EquityMarketing Strategy

  2. OpenAI adds visuals to ChatGPT ads

    OpenAI is expanding ChatGPT ads with visual formats and better measurement, but bots are already inflating click through numbers.

    Oct 6, 2026OpenAIChatGPTAdvertisingVisual AdsMarketingTrafficGuard

  3. Want an AI-Built MMM You Can Trust? Start With a Thesis

    AI can build a marketing mix model in days. Whether you should believe it is another matter. On this episode of Inside the Stack, AdExchanger speaks with Madan Bharadwaj, Founder and CEO of M-Squared, about how marketers can decide whether an AI-built marketing mix model is reliable enough to act on.

    Oct 6, 2026AIattributionIncrementalityM-SquaredMarketing Mix ModelingmeasurementMMM

  4. On Device Launches Brand Lift Data API, Redefining Brand Lift Measurement for the Outcomes Era

    On Device, an advanced Brand Lift data company, launched its Brand Lift Data API, enabling clients to access high-quality, transparent Brand Lift data that connects advertising exposure with verified brand outcomes.

    Oct 6, 2026AdvertisingBrand LiftData

  5. New WBD Report Makes The Case For Getting The Measurement Basics Right

    Warner Bros. Discovery (WBD) emphasizes the need for standardized ad measurement in a new white paper, highlighting significant discrepancies in audience metrics across measurement providers, particularly in connected TV.

    Oct 6, 2026David PorterMariel Estradawarner-bros-discoveryConnected TVad measurement

  6. DV Launches Attribution Measurement and Advances Brand Suitability for ChatGPT Ads

    DoubleVerify has introduced attribution measurement for advertising on ChatGPT, enabling advertisers to evaluate its impact on customer journeys and return on ad spend.

    Oct 5, 2026DoubleVerifyChatGPTAdvertisingAttribution MeasurementBrand Suitability

  7. 7 AI search myths busted by data

    AI is changing search, but some of the loudest claims about traffic, content, measurement, and SEO jobs don’t hold up when you check the numbers.

    Oct 1, 2026AISearchSEOMyths

  8. Digest: Apple Blocks Trade Desk Ads on Safari

    In today’s Digest, we discuss Apple blocking Trade Desk ads on Safari, AppLovin and Unity becoming locked in a data collection dispute, and IAB Europe setting new CTV measurement standards.

    Oct 1, 2026AdvertisingAppleDataDemand Side

  9. IAB Europe Launches CTV Measurement Framework and Transparency Principles

    IAB Europe has released the final CTV Measurement Framework and Transparency Principles which provide common metrics and expectations for CTV campaigns to ensure consistency and accountability in measurement.

    Oct 1, 2026CTVMeasurementTransparency

  10. Silverpush Partners with Happydemics to Measure Contextual Advertising Against Brand Performance

    Silverpush has partnered with Happydemics to enhance the measurement of contextual advertising effectiveness on brand growth using independent validation metrics.

    Sep 1, 2026AdvertisingBrandsContextualPartnership