At the virtual Paid Search Association event, NordicClick Interactive Associate Director/Paid Search Brooke Osmundson explored when and why it's okay for Google Analytics and Google Ads data to not match.

A new model from Horizon Next measures digital and traditional media, using automatic content-recognition data that helps analysts understand how viewers watch a show and the impact it has on transactions and sales performance.

IBM is betting on AI to become the backbone of the cookieless industry by bringing the tech into media and marketing. The process must make sense of the data and offer insights for marketers, as well as maintaining consumer privacy.

IBM has begun testing the use of data, analytics and AI to forecast the demand of future products with "a reasonable amount of accuracy," says Steve Laughlin, IBM Global Consumer Industry vp-general manager .