In her latest ExchangeWire column, Shirley Marschall ponders on the complexities of the advertising funnel, and the need to simplify the ad tech stack. You thought you were running the funnel? You’re ...

Be 100% prepared for what changes when you choose a different attribution model in Google Ads, and how switching can affect optimizations and performance. So you’re thinking about changing the ...

In the marketing world, we know how difficult it is to manage conversion; we provide so much attention to the quick projects and get distracted by immediate numbers that sometimes we forget to take a ...

In an age where the attention span of the average consumer is less than that of a goldfish, traditional marketing models are beginning to look a bit, well, old-fashioned. The classic marketing funnel, ...

Marketers’ traditional funnel-shaped operating model has been completely upended by the evolving and expanding world of ecommerce. Where customers used to move through an orderly progression of steps ...