The Last Click Gets All the Credit

Digital media has always been defined by its measurability and accountability, but marketers are realizing the limitations of narrowly defined metrics. The last ad standard that has been in use for nearly a decade has become antiquated as ad campaigns become more complex, users spend more time online, and advertisers reach individuals across multiple channels. Analyzing campaign success within distinct silos is highly limiting and assigning all the credit to the last ad served is overly simplistic, and conflicts with marketers need for true accountability.

This class highlights flaws in current attribution systems that limit the efficiency of digital media on both the buy- and sell-sides, and describe ROI metrics that credit success based on a more nuanced perspective. We outline techniques and technologies that are aimed at solving these problems.

Category:

News & Politics

Tags:

• attribution model
• microsoft atlas
• click throughs
• search
• online publishers
• online advertising