Industry Leaders Support New Attribution Model"The correct attribution of the effects of online advertising has been a passion of mine since I launched the first attribution models at the Atlas Institute five years ago. The current standard of associating conversions to the last ad clicked or viewed creates a myopic view of campaigns because consumers are exposed to a variety of ads, across channels and over extended periods of time. Conversion attribution models that go beyond the last ad have advanced over the years, but they largely focus on direct response metrics such as sales, leads, and registrations. comScore's Smart Lift Attribution is the first to bring the science of attribution to brand measurement. This is a major step forward for the industry."
- Young Bean Song, Principal and Founder of AnalyticsDNA
- Josh Dreller, VP, Media Technology & Analytics, Fuor Digital
- Joe Plummer, Adjunct Professor of Marketing at Columbia University