#measurement
articles
Technology
ADWEEK’s 2026 Tech Stack Awards: The Martech That Turns Data into Real Revenue
From agentic AI to incrementality measurement, this year’s winners show how marketing technology is closing the gap betw...
Companies
Liquid Death’s CMO: Stop Chasing ROAS—Incrementality Is the Real Killer for CPG Brands
Benoit Vatere, Liquid Death’s chief media officer, ties ad spend to new-to-brand sales and targets light buyers in a bid...
Technology
IAB’s 'Four Ps' Aims to Define AI Search Visibility for Marketers
The Interactive Advertising Bureau introduces a framework to help marketers measure how generative AI search represents ...
News
Quantum Experiment Confirms Photons' Negative Dwell Time in Atomic Cloud
Photons can emerge from a rubidium cloud so early they seem to spend negative time inside it — and weak measurements of ...