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.