Attribution White Paper
Posted on: Tuesday 24 March 2015
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 white paper is a collection of the latest thinking on attribution from IAB members and explores attribution models that go beyond the ‘last click wins’ principle.
Why we must demistify the digital landscape
Adela Blackford, Marketing Manager at Admedo, writes about how marketers can tackle the transparency issues addressing the programmatic landscape.Learn more
Attribution & affiliate marketing: recognising upper funnel publishers is not enough
Rakuten Marketing’s SVP/Managing Director, Global Attribution, James Collins writes about attribution and affiliate marketing.Learn more
Mobile Attribution FAQ 2017
Ten questions about mobile attribution answered in plain English by leading companies in the mobile space.Learn more