Last-click is dead. Now what?

Last-click attribution used to offer a straightforward glimpse into campaign performance. But that’s changing: privacy updates, signal loss, fragmented identities, and stricter consent have forced us all to redefine what value truly means and how it gets measured. 

In the first episode of Measured & Attributed podcast, host Neha Dawar sits down with two guests:

• Mark Fruhan, Global Head of Demand and Strategic Partner Development at BidMachine
• Maria Solodilova, AdTech expert and B2B business development lead

Together, they discuss the burning question: what comes after the last click? Their conversation dives into how advertisers are navigating a market transformed by first-party and zero-party data, contextual signals, and creative innovation. They also touch upon the metrics that really matter now: retention, engagement, spend, and lifetime value.

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