This discussion from AdRoll and AdNews paper explores all of the attribution models available to a marketer and identifies those that are the most frequently used. We also take a brief look at who is clicking and why it’s important, and take a deep dive into who currently handles attribution on a day-to-day basis, as well as whether that model is effective. The paper also looks at how many marketers have moved away from the age-old first- and last-click model and what hurdles face those who haven’t. Finally, we ponder the future of attribution, looking at the forces that might change attribution models, and we conclude with a brief look at the current and possible future roles of media agencies in the attribution puzzle.

Download the complete paper here.

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