Ad measurement and attribution are in crisis – but maybe that’s a good thing. “Actually, I’d even say it’s a great thing,” says Andrew Covato, founder and managing director of measurement consultancy ...

(via PBS Space Time) The mystery of what happens when we go from a superposition to a definite state is known as the Measurement Problem, and it’s arguably the most mysterious outstanding problem in ...

Quantum mechanics is a probabilistic theory that does not describe individual events. Yet when we perform a single measurement, we find a well-defined outcome. This apparent contradiction, known as ...

Imagine a physicist observing a quantum system whose behavior is akin to a coin toss: it could come up heads or tails. They perform the quantum coin toss and see heads. Could they be certain that ...