Multi-Touch Attribution Continues To Evolve At A Time When Accuracy Is Increasingly Critical [Forbes]
Meta Platforms, Inc. - Class A (FB)
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Source: Forbes
GettyAttribution has become the hot topic in the world of advertising measurement. It’s a way for brands to get a view of how their ad spend is actually impacting everything from awareness to sales, and as margins get tighter in light of the pandemic, marketing managers are more keen than ever to be aware of the value of every dollar spent.Like everything else in media, attribution has largely been siloed into digital and television buckets, the former being far more advanced, with the latter catching up quickly as more and more television is watched on digitally enabled devices (which makes attribution possible, regardless of what is being watched, since ACR data from smart TVs captures whatever is on a glass, regardless of the source.)That bifurcation meant that brands and agencies have had to figure out ways to cobble together their own cross-platform solutions and to judge which of the new breed of TV attribution providers were giving them the sort of well-researched, data-heavy s
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