Marketing Day: Facebook Attribution, WhatsApp ads, measuring engagement

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Facebook Attribution deep dive: Democratizing attribution for digital marketers Nov 12, 2018 by Simon Poulton Facebook has put aside any platform bias and now there is a way to compare performance across platforms.
WhatsApp ads are coming: Will advertisers start buying? Nov 12, 2018 by Amy Gesenhues Social media marketing agencies and platforms weigh in on Facebook’s plan to further monetize its encrypted messaging app.
Last chance: Save $450 on a seat at SMX West Nov 12, 2018 by Marketing Land Results-obsessed marketers are attending SMX® West for actionable SEO and SEM tactics and strategies. Join them January 30-31 in San Jose for: 30+ tactic-rich sessions and inspirational keynotes Networking events where you’ll meet speakers and peers Guaranteed white-hat tactics from trusted practitioners Top-shelf amenities that make attending productive and convenient, including hot meals, WiFi and more.
The disastrous consequences of measuring engagement Nov 12, 2018 by Nate Elliott The engagement metric is steering social media marketers very wrong. Here’s what you should be doing instead.
TAG-certified ad channels shown to reduce invalid traffic by more than 80 percent, again Nov 9, 2018 by Barry Levine The second annual report on the efforts by this anti-fraud industry group finds that agencies, ad platforms and publishers following its guidelines reduced this fraud to under two percent.

The MarTech Minute: Cadent’s addressable TV platform; AdRoll buys Growlabs; more Nov 9, 2018 by Robin Kurzer The martech week in review: News and announcements in marketing technology this week that you might have missed.