Tagged: attribution

TV measurement or attribution? The distinction is blurring.

REPORT ASSESSES TV ATTRIBUTION PROVIDERS, REVEALS ‘PROMISE,’ ‘CONFUSION’: As a follow-up to a benchmark report profiling 15 television attribution providers, Sequent Partners this morning released a more in-depth report providing a detailed report card-like assessment of companies currently providing some form of TV attribution and/or marketing-mix modeling. Read More: www.mediapost.com

The case for multi-touch attribution

In the white paper, The Business Case for Digital Attribution, Latham describes how traditional – and still widely used – attribution models tend to overstate the effectiveness of ads that consumers see just before they make a purchase. Source: https://www.warc.com/newsandopinion/news/the_case_for_multitouch_attribution/41077