Google pushes unified measurement as marketers rethink attribution
Google is sharpening its pitch around unified measurement, aiming to help marketers connect media performance data with business outcomes through tools including Meridian and Google Analytics 360.
Mobile’s measurement playbook is becoming the web’s fix for fragmentation
The web’s identity and attribution mess is pushing advertisers toward lessons long tested in mobile: privacy-aware measurement, aggregated reporting, and frameworks built for signal loss.