If you’re a marketer who has attempted to evaluate campaign results using attribution data, you understand the inherent challenges that come with treating attribution as a measurement metric. Walled gardens have traditionally prevented marketers from using attribution for audience verification, similar to viewability or fraud detection, but a new platform from the data-as-a-service company Semcasting is changing that.
Semcasting’s self-serve platform, dubbed The Attributor, aims to empower marketers to treat attribution as an audience verification metric. It employs a usage-based pricing model, which makes it a more inexpensive alternative for marketers who’ve grown accustomed to modeling fees associated with attribution.
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