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> At some level, ad attribution is necessary. My man, let me introduce you to .. well ... all years before 2000-ish. TV ads has no tracking pixels, and radio a
by dmitrygr 2y ago
> At some level, ad attribution is necessary.
My man, let me introduce you to .. well ... all years before 2000-ish. TV ads has no tracking pixels, and radio ads had no utm strings...
Somehow advertisers ... lived?
- aitchnyu 2y agoAutomatic "what channel is TV tuned" telemetry has been around since 1970s AFAICT from https://en.wikipedia.org/wiki/Nielsen_Media_Research#Measuring_ratings https://en.wikipedia.org/wiki/Nielsen_Media_Research#Measuri...
- im3w1l 2y agoAnd it had to be installed separately if you wanted to participate.
- garciasn 2y agoMarketing is going back to utilize the same measurement technologies that were prevalent before digital tracking was ubiquitous, via Media/Market Mix Modeling (MMM): https://en.wikipedia.org/wiki/Marketing_mix_modeling https://en.wikipedia.org/wiki/Marketing_mix_modeling However, now we can process, hold, and model way more data, driving toward way more useful outputs; but, without any of the privacy implications that exist at a user-level. So, we now use MMM + user-level attribution (Multi-touch Attribution or MTA) as a hybridized modeling effort to provide what is known in the industry as 'Unified Measurement Modeling' in order to provide the most robust look at how marketing is working.