Moving Away From MTA And Toward A Better Model Of TV Measurement

The advertising industry’s shift from last-click attribution to multi-touch attribution (MTA) initially promised a deeper understanding of marketing effectiveness. However, limitations like signal loss and the ineffectiveness of non-clickable media like TV have emerged. Even with standardized identifiers like cookies and MAIDs (mobile advertising IDs), MTA remains challenging. As a result, many have reverted to […]

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