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Digital Attribution Comes of Age

Digital attribution—the measurement of the value of each digital marketing contact that contributed to a desired outcome—allows marketers to more clearly understand what’s working and what’s not. It’s no surprise that more marketers are turning to attribution to gain better insights. In April 2012, the Interactive Advertising Bureau, in conjunction with AdSafe Media, AT&T AdWorks, ClearSaleing, Quantcast, and SAS, commissioned Forrester Consulting to examine the state of digital attribution, its various approaches, and its benefits and challenges for marketers and publishers.

In conducting in-depth interviews with 15 agencies, service providers, and publishers, Forrester found strong support for fractional attribution and bullish predictions on the ongoing adoption of the practice, along with notable challenges that must be addressed . . .

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