A webXray audit of 7,587 California websites found that Google fails to honor Global Privacy Control opt-out signals 87% of the time, Meta 69%, and Microsoft 50%. The findings expose a systemic gap between consent infrastructure and actual tracking behavior — with direct consequences for cookie-based ad measurement.
New industry data shows 53% of marketers now use media mix modeling and 67% plan to increase investment - while multi-touch attribution faces an existential crisis from signal loss. Here's where MMM fits in the modern measurement stack, what's driving the shift, and what still needs fixing.
Meta is overhauling how it counts ad conversions, restricting click-through attribution to link clicks only and introducing a new engage-through attribution category for social interactions. The changes align Meta's reporting with Google Analytics and roll out in March 2026.
Google's open-source media mix model is out of beta with 20+ certified measurement partners, support for non-media variables, and channel-level priors. We break down what's new and how it stacks up.
New industry data shows over half of brands and agencies are using incrementality testing. A study of 225 geo-tests establishes the first public benchmarks for incremental ROAS across digital channels.