Last Click RIP? Or Just Ripping Attribution?

The second part is more like what the afternoon panel at OMMA Programmatic Display was discussing. That last click is dead was almost a given. What to use in its place -- ie. attribution models -- is another question.

“I think clients are challenging attribution outside of programming, as well as within programmatic,” said Jason Heller, global lead-digital marketing operations at McKinsey. He said attribution models are viewed as a “black box” that is “half art, half science, half voodoo,” by many marketers.

While the consensus is that “it’s better than last click,” attribution still has a long way to go, Heller said, adding that the real opportunity is develop the kind of science that served the search marketing industry so well.

The problem, he said, is that the display marketplace is much more complex than the search business, because of the problem getting good unified data about what the audience is that brands are bidding on.

2 comments about "Last Click RIP? Or Just Ripping Attribution?".
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  1. Scott Fasser from Hacker Agency, May 20, 2015 at 5:18 p.m.

    Hmmm, I'm not sure I understand the statement "develop the kind of science that served search marketing industry so well." While there are single source media delivery systems like Kenshoo and Marin that have expanded from search into social - those are still on a fraction of overall marketing touches. The problem becomes even more complex when you add in non-digital touches such as direct mail, radio, TV. There is a lot of energy (and ad tech investments) going on in this space and we're trying several attribution platforms to see what value they can provide.

  2. jack Brown from BDAI, May 20, 2015 at 5:52 p.m.

    Scott , we are the best attribution platform, we are aslo the most cost efective.  I would love to prove it to you got 30 minutes.

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