Articles

Let's take a closer look at Performance Max campaigns and Advantage+ Shopping campaigns, the two types of advertising products that use Machine Learning to optimise ad performance and improve the efficiency of advertising efforts.

CEO and founder of SegmentStream Constantine Yurevich continues to share insights on marketing attribution and analytics in the series of articles for Forbes Tech Council. This time, he discusses measurement approaches and which of them can survive in the cookieless world.

Today, marketers are still relying on traditional attribution models to evaluate campaign performance. They still use attribution to assess the value of marketing activities, but as customers’ journeys get more complicated, it is no longer reasonable to rely on old-school methods.

In his article for Forbes Councils, CEO of SegmentStream Constantine Yurevich shares insights on why multi-touch models perform so poorly and what marketers can do about it. And the answer is — companies need to switch towards future-proof tools now, and SegmentStream is one of them.

In his latest expert article for The Drum, CEO of SegmentStream Constantine Yurevich covers this tricky topic — what should marketers do when they still have to make gut decisions while attribution tools don't help at all?

Cross-device marketing attribution is a huge challenge for marketers. Today's users are untraceable when they use multiple devices, don't log in, and take long breaks between sessions so that the initial cookie just wipes out. But is there a solution to all these issues? Let's see how SegmentStream can help.

In this article, we explore what Apple's Intelligent Tracking Prevention (ITP) is, how it alters marketing measurement and influence ad optimisation, and more importantly – what we can do about it.

With multiple tracking restrictions and privacy regulations constantly arising, we need to know what they mean for digital marketing and why almost every word with “cookie” in it turns into a buzzword.

What are the pros and cons of Incrementality testing vs SegmentStream's approach, and how do they compare to each other? Read this article to find out.

In this article we take a closer look at these solutions: which analytical approach they use, whether they cover ITP and cross-device customer journeys, how they work with digital ad optimisation and which one to choose for particular use cases.