AdExchanger

The Case Against Last Click

Jun 4, 2024
Guest
Andrew Covato
Advertising measurement consultant Andrew Covato discusses the limitations of last-click attribution and the need for smarter measurement practices in the industry. Topics include incrementality in ad tech, challenges of trust in platform reporting, the failure of Apple's SKAD network, and the evolution of affiliate marketing with Awin.
Ask episode
Chapters
Transcript
Episode notes
1
Introduction
00:00 • 2min
2
From Music Composition to Marketing Measurement: A Journey of Contrarian Ideas
01:38 • 4min
3
Personal Reflections and Impressive Career Trajectory
05:31 • 3min
4
Navigating Trust and Measurement in Walled Gardens
08:05 • 12min
5
The SKAD Network Debate
20:06 • 6min
6
Exploring the Evolution and Function of Affiliate Marketing with Awin
26:24 • 5min
7
Optimizing Incrementality Testing in Marketing
31:40 • 23min
8
Exploring the Impact of AI-powered Ad Platforms and Challenging Last Click Attribution
55:05 • 3min