That's right, Initiative Director of Digital Strategy Ben Winkler isn't so keen on attribution, the process – or concept – of determining when an impression actually influences a consumer
to do something. In the case of search, attribution may be more fully formed concept, Winkler said, because of the whole "navigational" nature of search media. But when it comes to online display
advertising, he's not so keen.
"This attribution stuff hasn't been cracked. It doesn't get me excited," he said.