Exactag

How to know whether to trust your MMM results

MMM numbers that don't match reality erode trust fast, here's how to know if your marketing mix model deserves yours.

Tracking Switches Essential for Modern Affiliate Marketing

The article (published July 1, 2026) explains why a 'trackingweiche' (tracking switch/router) is a critical component for modern affiliate marketing. It argues that affiliate marketing now includes diverse partner types (publishers, influencers, cashback/loyalty programs, price comparison sites) and that many advertisers still rely on last-click attribution, which underestimates partner contributions. A trackingweiche acts as a central decision layer that records touchpoints, applies configurable attribution rules, prevents double counting and duplicate commissions via deduplication, and triggers only the selected conversion tag. The piece names vendor examples (attriXus, easy Marketing, Exactag), outlines implementation steps (define goals/rules, involve stakeholders, test in staging, monitor), and concludes that trackingweichen improve fairness and measurement in affiliate programs.

Mastering Personalization: Navigating Privacy and Data Challenges

Trends for 2025 in personalization emphasize that marketers must break through informational overload while navigating rising privacy rules and more complex tech stacks. The article cites SAP Emarsys’s view that first-party and zero-party data will become increasingly vital for effective personalized ads as third-party data faces tighter restrictions, driving brands to rely on their own customer data across channels. It notes SAP Emarsys’s integration of LinkedIn Ads for company targeting and its push to expand partnerships with players like Criteo to reach consumers on additional platforms. Marketers are also turning to new channels, such as web push, which saw a 60% lift during Black Friday–Cyber Monday weekends. Industry leaders, including Stephan Koch of Exactag and Dirk Rohweder of Teavaro, highlight the need to fuse fragmented tools, enable real-time data sharing with ad servers and CDPs, and build standalone first-party ID graphs with privacy-preserving IDs. Compliance, consent management, and privacy-enhancing techniques are framed as essential enablers of sustainable personalization, alongside engagement-driven alternatives.