Impulse buying -- a marketer's dream -- doesn't happen often enough for many brands. As James Tipton explains, while a consumer's first exposure to a brand may occur through a display ad impression, he/she may take zero action, but it does create awareness. The next time the consumer sees a banner or a text ad they will likely recognize the brand and perhaps consider making a purchase. Marketers won't know unless they use attribution modeling. Tipton explains how in this article.