Server-side tracking, explained
What moves to the server, what stays the same, and why consent, deduplication and a real first-party domain decide the result.
Insights
Guides and glossary.
Plain-English explanations of how media is planned, measured, tracked and paid for.
Before a first plan, we are asked the same few things in different words. How does server-side tracking work? Which kind of measurement answers which question? What happens to the money between the brief and the invoice? We wrote the answers down the way we would explain them to a colleague.
Guides
Attribution, experiments or mix models?
The main ways to measure advertising and the question each one answers, from daily optimization to the budget across every channel.
Paying for media across ad platforms
How spend is funded, paid, invoiced and reconciled across platforms and currencies, and what finance should ask before consolidating it.
Glossary
The terms the site uses for buying, measurement, data and tracking, AI and spend, each defined once, from adstock to the three-way match. Browse the glossary
A question the guides don't answer?
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