The Big Story: Attribution Evolves, Media Networks Explode

Digital media has always had great attribution – great last-click attribution, that is. Despite lots of time, effort and money spent convincing marketers to embrace multitouch attribution (MTA), the tactic was doomed. Its Achilles’ heel was an overreliance on user-level tracking, and that was true even before cookies went away. Walled gardens made it more… Continue reading »

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