Ugh, on a Sunday. But I've had a coffee so here we go. Attribution broadly describes analytics approaches to giving credit to an advertising source (channel, publisher, etc) for generating an action (visit, conversion, etc). 1/7
I'm confused : everybody is talking about the death of attribution but it seems like Data Clean Rooms operated by Google, Facebook and the likes are making it possible again (with greater accuracy)... thoughts @hammer_mt@monferran@humanpropensity What am I missing ?
Scientists have detected a vast underwater structure spanning approximately 9,000 miles that may be driving one of the strongest El Niño events in recorded history.
Known as a Kelvin wave, this giant pulse of unusually warm water is traveling eastward beneath the surface of the equatorial Pacific. In some areas, temperatures within the current are reaching up to 13.5 degrees Fahrenheit (7.5 degrees Celsius) above normal, an exceptionally high anomaly for deep ocean waters.
Kelvin waves form when strong wind bursts push warm surface water across the Pacific from west to east. As the heat spreads, it disrupts normal ocean circulation and helps trigger El Niño conditions, a climate pattern known for reshaping weather systems worldwide.
Researchers are particularly concerned because this wave resembles the one that preceded the devastating 1997-98 super El Niño, which caused widespread flooding, severe droughts, crop failures, wildfires, and disease outbreaks globally. Historical super El Niño events have even been linked to famines that claimed tens of millions of lives.
The situation may be even more severe this time. Global ocean temperatures are already at record levels, meaning the atmosphere holds significantly more heat and moisture than in previous major El Niño years. This extra energy is likely to intensify extreme weather events, including powerful storms, heat waves, heavy rainfall, and droughts.
El Niño impacts vary by region. Some areas face catastrophic flooding while others endure prolonged drought. Marine ecosystems often suffer as warm waters reduce nutrient upwelling, collapsing fisheries and triggering widespread coral bleaching.
Scientists are closely monitoring the evolution of this enormous Kelvin wave over the coming months as it continues to develop.
@douglauretano@BradAT Exactly. Parts of the ecosystem are irrevocably busted. Most buyers don't get to the granularity you're talking about because they were never taught. Most buyers are taught how to set up and run campaigns without understanding the "atomic" level of the craft.
@adamheimlich@Myles_Younger A hypothesis that can be disproven with evidence. But instead of seeking contradictory evidence the client sets are being led by sales people for "right ad, right person, right time". At least for now (the last 20 years) that's been incredibly inefficient. Sorry. Just havin a day
I think our industry over thinks advertising. We spend a ton of time, money, and resources optimizing to the minute. Weight in reach matters. Measurable audience penetration matters. Advertising takes time. We've all lost patience because of the promises of bidded media.
@Myles_Younger You're probably in the best position to answer this. Why do we still think this way? Why does 90% of the industry still seek this? Why don't clients put a stop to it?