Commentary

Not For Attribution: Initiative's Winkler

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.

1 comment about "Not For Attribution: Initiative's Winkler".
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  1. Mark Aronoff, November 2, 2010 at 7:07 p.m.

    Ben,

    I understand your position of doubt when it comes to attribution. Our customers typically customize how they view attribution since an "out of the box" solution typically doesn't make sense for display campaigns which differ between clients. By setting different campaign goals and custom defineable metrics our customers are able to get a much better understanding of how their channels effect each other. Everything from paid & natural search to display to email with consolidated reporting in one interface. I would suggest taking a look at www.mediaplex.com for more information.

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