Topic
Tag: marketing attribution
3 stories
ChatGPT Ads Hit 15.3% Lower CPA in Weight Watchers Test
DoubleVerify adds ChatGPT Ads to attribution and starts a brand-suitability pilot; Weight Watchers reports a 15.3% lower CPA.
B2B attribution is messy: Integrate’s CaliberMind fix
Integrate CEO Mehul Nagrani on why B2B attribution stays messy, the CaliberMind acquisition, and why single metrics mislead demand gen.
Direct/None Traffic Is Growing: Time to Know Your Nones
Direct/none traffic is no longer just typers. Refusers, Delegators, Defaulters and Typers need distinct attribution strategies as privacy and AI grow.