Blog: Tag: Digital Attribution
As the number of advertising channels continues to grow roadblocks arise for marketers when trying to measure their cross-channel marketing efforts. Because of this marketers are continuously struggling to understand the complete value of their ads and cross-channel contributions.
In AdExchanger this week, Gartner Group’s Martin Kihn outlines the struggles of current marketing attribution platforms to accurately and effectively measure today’s complex marketing ecosystem. Read article here. In the article, he cites an in-depth research effort conducted by staff at Google and Microsoft that comes to the conclusion that click or tracking-based marketing attribution platforms simply cannot accurately measure marketing.