Old models die hard. For more than a decade, attribution meant crediting either the first touch or the last click. But, in an increasingly personalized and multichannel world, the first touch and/or the last click have finally been exposed for what they are: nonsense.
Marketers – especially digital advertisers, online agencies and brand directors – however, continue to struggle with true attribution models. How do they identify an individual’s discreet activities when prospects and customers transact across multiple channels and sources?
Read the full article, written by Semcasting’s CEO, Ray Kingman, re: attribution in today’s complicated digital landscape on AdExchanger.