AdExchanger There's No Such Thing As An Attribution Easy Button
Jul 15, 2025
Madan Bharadwaj, founder of M Squared, is an ad measurement expert specializing in advanced marketing attribution solutions. He debunks the myth of a simple attribution button, emphasizing the complexity of ad measurement. Madan shares insights from his journey in analytics, highlights the persistence of last click attribution, and explores how AI is reshaping measurement practices. He humorously navigates buzzwords, proposing cocktail names inspired by industry terms, underscoring the need for clarity in marketing communications.
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Madan's Publishing Startup Story
- Madan Bharadwaj's first job was in publishing during college with a startup in India.
- He failed gloriously before moving to the U.S. and pursuing a career in ad tech and analytics.
Hooked on Ad Tech by Surprise
- Madan thought he would work on big servers as a data scientist for SEM optimization.
- Instead, he found a small machine under his desk spending millions daily and got hooked to ad tech.
Ad Measurement’s Core Challenge
- Measuring ad effectiveness is inherently tough because it's about influencing human behavior.
- This problem will never be fully solved but is an ongoing pursuit.