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Attribution is still a huge problem in this industry. Much, if not all, digital advertising buys are measured on a last click/ last view basis. How can we change this, and how do we reward other touch points in the customer journey to conversion?

In this #TraderTalkTV episode Rebecca Muir argues that the industry should look at alternatives to the last click/last view metric.

Here she maps out one of those methodologies – effectively, a two touch point approach. Muir believes the market should think about divide credit between the last ad before a site visit and the last ad before the sale, rewarding both prospecting and retargeting.

The methodology is trying to reward both &#822bottom of the funnel” media and brand publishers near the top.