In an environment of cross-platform media and the Internet of Things, marketers are grappling with programmatic attribution modeling. Attribution, according to Cynopsis, is defined as “the process of identifying a set of user actions that contribute to a desired outcome, and then giving each of those actions a specific value.” Ideally, good attribution would enable marketers to get the correct and fair sequencing of events that truly influenced a consumer’s behavior.
Last Touch Attribution
Most common is last touch attribution, which gives full credit to the
last-touch point before the desired action takes place. This
essentially negates the value of all previous actions leading to
activation. The IAB is addressing programmatic attribution modeling,
specifically on last-touch, with an update to their 2012 guidelines.
According to Benjamin Dick, director, industry initiatives, IAB in a
article, the update was to, “account for the many developments in
cross-screen measurement, data collection, and usage, and ultimately
provide a common language when discussing attribution tools,
technologies, and methodologies.” The intent was to show the limitations
of, and alternatives to, last-touch methodologies.
Read my full article on the Videa blog.