attribution, the jury is still out on its overall use.
The Coalition for Innovative Media Measurement
(CIMM) recently released the findings of a study on attribution
conducted by Sequent Partners, a brand and media metrics consultancy.
Their main conclusion? As an industry, advertising has made some
progress toward the development of an attribution model across media.
But there’s still more work to do and—at least in the near term—there
are few viable systems able to holistically capture cross-platform
Companies like 605 and comScore, however, are developing new
approaches to attribution that could prove to be breakout solutions.
Could this be the dawn of true advertising attribution measurement?
Facing the Challenges
Please read the full article at the Videa blog.