Search Results for : Attribution Modeling

Twitter is partnering with Festival of Media MENA to launch its Live Marketing Award in the region, following the successful roll-out of the category in Asia. M&M Global spoke to Twitter’s head of brand strategy in MENA, Fahad Osman, about the rising trend for “live marketing”, and why engagement is what matters for advertisers. Why […]

   How has iProspect grown globally and in the region from an operational standpoint? The business was founded in Boston, US, during the late 1990s. Dentsu Aegis Network acquired iProspect in 2005. So up until three or four years into the acquisition, it was still just a search agency in the US. Then it struck […]

Digital attribution has come into the spotlight owing to an increase in digital ad spend and the emphasis on the consumer journey. As the volume of digital data increases, so does the need for more accurate methods of measuring performance and/or ROI, moving the focus to more data-driven modelling approaches. The continuously developing digital landscape […]