But as ecommerce grows – and advertisers become increasingly wary of proxy measurement – newer metrics are emerging to help buyers better understand how ad spend affects their bottom line. The Amazon ...

Jennifer Simonson is a business journalist with a decade of experience covering entrepreneurship and small business. Drawing on her background as a founder of multiple startups, she writes for Forbes ...

A top Unilever ad exec told Insider the CPG giant is looking for new ways to measure digital ads. Unilever wants retailers to adhere to standards on how their ads are measured. She said that the brand ...