TransUnion

Performance Marketers Shift From Attribution to Incrementality

The article argues that traditional attribution is weakening as discovery compresses into higher-intent moments driven by AI and fragmented commerce touchpoints. Performance marketers are increasingly prioritizing incrementality — testing whether activity actually causes new revenue — over last-click attribution. Industry research (eMarketer and TransUnion) and practitioner quotes show incrementality rising as a top KPI for retail/commerce buyers. The piece differentiates 'commerce media' (any advertising powered by first-party transaction data across owned touchpoints) from retail media and highlights the 'Transaction Moment' (checkout/confirmation/post-purchase) as a high-signal environment for incrementality tests. Examples cited include Rokt’s partnership with incrementality platform Haus and a Tails.com case (working with Rokt) that drove a 153% uplift in conversion. The article frames the shift as pushing performance teams to evaluate channels by efficiency, provable incremental lift, and long-term customer value.

Nonprofit Uses First‑Party Data for Year‑Round Donor Targeting

Direct Relief partnered with agency Kindling Media and programmatic platform Nexxen to run a donor-acquisition and retention campaign in the Los Angeles market from mid-November 2025 through January. Nexxen built custom audiences by matching Direct Relief’s zip-code donation data to its Nexxen Discovery ID graph and combined that with third-party segments from TransUnion and Comscore. The campaign emphasized CTV (notably Peacock), used a Jane Lynch PSA, and applied cross-channel pixels to retarget ad-exposed viewers. Nexxen-driven audience segments produced 1,453 site visitors versus 1,236 from off-the-shelf third-party audiences. Direct Relief reported a 9.4% increase in donors and a 7.9% increase in revenue year-over-year. The case demonstrates how matched first-party data and a DSP ID graph can boost year-round fundraising beyond news-driven spikes in public attention.

Magnite Adds Truthset Data-Quality to CTV Inventory

Magnite announced an integration with data validation provider Truthset that pipes Truthset’s Data Rated Audiences into Magnite’s supply-side platform (SSP). The integration aims to improve audience accuracy and match rates across CTV, mobile and the open web by giving buyers and sellers direct access to Truthset’s independent accuracy ratings for third-party data. Truthset’s Data Rated Audiences — introduced in April — benchmarks data from providers in its data collective (including Experian, Alliant, MRI‑Simmons and TransUnion). Agency PMG, which already uses Truthset via its Alli analytics platform, says the direct SSP access will help activate higher‑quality audiences, save money and increase match rates without requiring agencies to build their own identity spines.