Tag: consumer insight

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.

Spending the past two years in a pandemic-state has not only changed the face of the media landscape but has meant that the media sales industry has had to evolve to remain relevant. There is a vast amount of information around the expanding media landscape that one might feel overwhelmed by the torrent of changing advertiser needs.