Our industry is popping with energy around attribution measurement of digital, television, outdoor, cross-platform … even OOH.
An army of people, not waiting for perfect data or systems to evolve, dove right in, because the opportunity to see what’s working and re-allocate spend mid-flight is alluring. There were some notorious false starts – for instance, last click attribution over-valued online search by as much as 30% or so. But today, we’re about 5-6 years in (on the television side, longer on the digital side), a lot wiser and there’s a lot more progress ahead.
Sequent Partners took a spin through what’s happening right now – on the measurement front lines… what are the most exciting things going on in attribution – and who’s doing them? Who’s pushing the frontier? What dramatic improvements are occurring – and what do the innovations tell us about how measurement will reshape advertising and media? And who do we need to thank? Read on …