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In this article, you will learn about the different attribution models and their advantages and disadvantages. A special focus is placed on machine learning, which enables media mix modeling (MMM) ...

BBC reports 1.6 billion tons of greenhouse gas emitted globally in the process of running and serving our digital infrastructure. If we divide it among all internet users worldwide, it ...

Data is not just a buzzword - it’s the new worldwide currency. Being data-driven is no longer a luxury but rather a precondition to succeed in the market. But here’s ...

The rise of marketing tools has changed the landscape for both vendors and end-users in fundamental ways. Many companies are reported to use a large number of different tools for ...

As presented before, the technology behind cookies has made digital advertising extremely efficient. By offering precise information on consumer preferences and behaviours, advertisers could select the personas and demographics which ...

In the last article of our series “Media explained”, we discussed mobile advertising and its characteristics as well as the pros and cons of using this channel. In this article, ...