Digital marketing reached an inflection point about a year ago. It grew up and realized it had to cast off its childish ways of just “playing around” on social networks and creating pretty pictures on ...

As AI agents increasingly act on behalf of buyers, marketers must shift from persuasion to visibility, structuring content, ...

There are numerous ways to measure paid search and its contributions across channels. Your PPC strategies can guide specific user behaviors, and in turn, change how you measure attribution and ...

In an age where the attention span of the average consumer is less than that of a goldfish, traditional marketing models are beginning to look a bit, well, old-fashioned. The classic marketing funnel, ...

In her latest ExchangeWire column, Shirley Marschall ponders on the complexities of the advertising funnel, and the need to simplify the ad tech stack. You thought you were running the funnel? You’re ...

Be 100% prepared for what changes when you choose a different attribution model in Google Ads, and how switching can affect optimizations and performance. So you’re thinking about changing the ...