• by Gavin O'Malley , Staff Writer @mp_gavin, May 16, 2012

OMMA RTB attendees got a special treat for sticking around after lunch - a visit "from the future" from Jeff Greenfield, COO of ad analytics firm C3 Metrics. Thanks to his perceived attribution expertise -- and his confidence in attribution to dominate the future of advertising -- Greenfield says he, at least, feels like a visitor from the future, and is here to "lead you along with way," and reassure us all that: "In the future, things will all workout okay."

Putting the sci-fi analogy aside, Greenfield said attribution is like Alcoholics Anonymous -- It's "about just getting people to take that first step." Or, rather, like skiing. Yes, "That the analogy I always use," Greenfield added, explaining how marketers just need to get out there on the slope, and they'll be blazing black-diamonds in no time.