Tag: attribution software

Measuring attribution has been a long-term challenge for the media industry across the ecosystem, both online and offline. Relying on simple attribution models that often overestimate the impact of direct response ads – such as those that include call-to-actions like "click here" or "buy now"– ignore the myriad influences on the consumer journey.

What do you get when you put five media owners, five startups/e-commerce businesses and a growth marketing partner in a room? A very heated and passionate debate about the merit of including radio and TV in your media plan and how to make this possible.