Tagged: consumer

Just How Accountable Is Advertising?

One interesting session toward the end of the day featured moderator Suzanne Vranica, the advertising editor at The Wall Street Journal, grilling a panel about accountable advertising. Source: https://www.mediapost.com/publications/article/325889/just-how-accountable-is-advertising.html

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