Great articles yesterday

• AdExchanger – Google Tracks Path to Purchase
• Washington Post – Google now knows when its users go to the store and buy stuff
• Seattle Times – Google Aims to Connect Online Ads
• Advertising Age – Google Plans to Kill “Last Click” Attribution

This year, the iab (interactive advertising bureau) labeled 2017 as the Year of Measurement. Understanding why, and what is changing here is key for retail, banking and advertising. Most of us know the adage “measure what you want to manage”. As an engineer, I view measurement as the key feedback loop in any system or process. In order to gain feedback (close the loop), you must know what happened.