A collection of opinions on attribution from IAB members, Google, Havas, Mediacom, Quantcast and Visual IQ. The IAB Attribution whitepaper explores different attribution models and principles to further your understanding of the subject.
Effective attribution is one of the holy grails of digital advertising but is increasingly complicated in a multi-device world where consumers research and buy things using different devices in different locations.
So how can we get attribution right and what are the steps we can take to make sure we can use the conclusions generated to maximise the Return on Investment from digital marketing?
This whitepaper is a collection of the latest thinking on attribution from IAB members and explores attribution models that go beyond the ‘last click wins’ principle.