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.