26. Manu Mathew – raising the Visual IQ of ads
Paleo AdTech
DECEMBER 10, 2023
Manu was the co-founder and CEO of Visual IQ from 2006 to its sale to Nielsen in 2017. Visual IQ was a pioneer and dominant player in the space of multi-touch attribution (MTA), which is the application of rules and complex models to impression-level data to determine which elements of a campaign contributed how much to the desired outcome.
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