We’re back on the topic of attribution at OMMA Premium’s programmatic panel, on Monday afternoon. “We’re in trouble until we fix the attribution problem,” Paul
Rostkowski, President of Varick Media Management, said. “All this ‘last ad view’ stuff is just ridiculous,” he said. Needless to say, "fixing" attribution -- the marketing
model that attempts to attribute sales to multiple touch-points rather than the last ad consumers click or view -- is easier said than done. The problem often comes down to complexity. Addressing OMMA
conference attendees, this summer, Chris Knoch, VP of Strategic Solutions at IgnitionOne -- which happens to specialize in attribution -- said: “I think people want to kill it because it’s
getting more complicated." Yet, “If you’re still doing last click attribution, you are light years behind!”