The
Daily Data

Data-driven marketers don’t like last-click attribution, which simply credits only the final impression that drove a conversion. And they aren’t buying multitouch attribution (MTA), an involved process where each touchpoint in a campaign is tracked and assigned specific credit. So where does the media measurement pendulum settle between those options? For some attribution experts, the... Continue reading »

The post As Marketers Tire Of Last-Click And MTA, Incrementality Testing Finds Its Niche appeared first on AdExchanger.