The way in which Google deals with advertising agencies – and the way in which advertising agencies should subsequently deal with advertisers – changed this week.  Google replaced its traditional Google Advertising Professionals program with a fresh Google AdWords Certification program.

(more…)

An increasingly popular question in attribution management and in advertising measurement is what effect ads – that were viewed but not clicked on – have. These ads are known in the lingo as ‘View-Thrus’ or ‘View-Throughs.’ The related question people usually have is what percentage of credit to give view-thrus for conversions that came via multiple touchpoints (e.g. the customer saw and/or clicked several ads, before buying).

(more…)