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The Case Against Last Click

AdExchanger

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Navigating Trust and Measurement in Walled Gardens

This chapter explores the challenges of trust in platform reporting for advertising and the limitations of relying solely on default metrics. It discusses the availability of open-source measurement frameworks from major platforms and the importance of taking control of ROI outside traditional ad tech paradigms. The conversation also delves into the transition from traditional attribution models to incrementality-focused measurement and the necessity for smarter measurement practices in the industry.

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