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Attribution: Changing to Real-Time Audience Targeting

  • ClickZ, Tuesday, December 21, 2010 5:51 PM
Attribution drives most campaign optimization decisions, including budget allocation. The most common attribution model, the last ad wins, has been "under scrutiny for years," writes Xuhui Shao. And "in the new ecosystem of real-time bidding and audience buying, the flaws of today's attribution model are magnified." Shao tells us how buying audiences rather than content shifts the focus to multiple points in the buying process that consumers experience.

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