“The solution requires no implementation of 3rd party pixels and is completely free of discrepancies. Until now, the complexity and cost of algorithmic attribution modeling has limited adoption to a small number of advertisers and agencies. With this integration, [Company 1] is first in market to deliver attribution that works, at an affordable price - effectively “democratizing” best-in-market Advanced Attribution.
Unlike single event or multi-touch rules-based models that result in the arbitrary reallocation of credit and substandard media optimization, the [Company 2] technology leverages a unique and patented game theory methodology that calculates the incremental value of every online marketing event. This is done by computing the marginal value of every individual touchpoint relative to all combinations and orderings of the marketing elements being attributed.”