November 5, 2024

Programmatic

In a world where nearly everyone is always online, there is no offline.

The Case Against Last Click

If there’s one thing that makes advertising measurement consultant Andrew Covato roll his eyes and shake his head, it’s the endurance of last-click attribution. Or, more accurately, it’s the fact that many marketers continue to rely on a metric that only gives credit to the last click a customer makes before converting, even though this […]

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