• by Laurie Sullivan , Staff Writer, Yesterday

Adapting attribution and metrics to generative artificial intelligence (generative AI) presents notable challenges, as the integration of these technologies into campaigns continually reshapes how performance is evaluated and credit is assigned.

For the AI era, Seedtag engineers developed a model that thinks like a human. The neuro-contextual AI model, "Liz," combines natural-language processing and advancements in neuroscience principles to deliver relevant real-time ad targeting while maintaining a focus on user privacy.

Liz interprets millions of real-time data points, understanding user interests, emotions and intent in a human-like way, and enhances ads based on the AURA (attention, understanding, recall, and action), framework, analyzing what drives creative performance.

AURA is the framework for Seedtag's new creative product suite, and Liz is the AI engine. The company refers to it as AURA by Liz. It offers two distinct custom services that brands can use independently or in combination.

The “Creative Intelligence” service analyzes brands' creative to decode what captures audience attention, pinpointing high-performing elements and highlighting key areas for optimization.

The “Generative AI” feature enhances contextual creative that allows brands to effectively scale creative production.

Combined with third-party metrics such as attention and visibility measured through heatmaps and eye-tracking, AURA by Liz provides brands with insights to optimize and enhance creative performance.

Northbeam, a marketing attribution company, recently launched "Clicks + Deterministic Views.”

The attribution model deterministically connects impressions and clicks within Meta, TikTok, Pinterest, and Snap to reveal how campaigns drive purchases. It was developed in partnership with the social platforms along with Axon, Vibe, and MNTN.

When co-founder and CEO of HighPost Capital David Moross heard of the idea, the investment firm -- along with Silversmith Capital Partners -- put financing in the form of a strategic growth investment round into Northbeam.

Beyond social, Northbeam also integrates with connected TV (CTV) partners Vibe and MNTN.

The company says this is the first time that businesses can see proven revenue impact across social channels, even for brand awareness campaigns. 

Moross believes Northbeam is rewriting the rules of performance marketing, not just building attribution models. Early tests showed a 283% lift in attributed transactions for a popular luggage brand, a 175% lift in attributed revenue for a CPG company, and a 550% lift in attributed transactions for a cosmetic company.

NP Digital Head of International Growth Caio Beleza oversees platforms like Ubersuggest, a search engine optimization (SEO) tool adapted for the AI era.

As more agencies seek insight into large language models like ChatGPT, it brings real-time AI visibility, sentiment analysis, competitor benchmarking, and citation tracking into its existing SEO dashboard.

As consumers increasingly rely on AI search engines to locate information and products, it is important to understand where and how brands rank on AI search engines.

“This is a big change in the industry, shifting from keywords to visibility,” Beleza said. “It’s no longer 'what position am I,' but 'where does my brand appear and measure it on search engines, social media, on AI platform and other types of platforms'."

Brand visibility -- which includes how many times a name has appeared in prompts, and average rank such as how often the brand is mentioned over time -- are some of the features.

BrightEdge, SEMrush and others have also become vocal about this shift, and about integrating a similar ability into their respective platforms.

Media.net, a search intent-powered supply-side platform (SSP), recently partnered with Claritas, a provider of data-driven marketing attribution and optimization, to create a product called “Elevate,” which embeds attribution into the supply path, helping publishers achieve higher CPMs.

The platform measures, validates, and optimizes impressions in real-time with actionable insights from publishers including websites, apps, or streaming services.