• by Gavin O'Malley , Staff Writer @mp_gavin, September 30, 2015

Without naming names, it's clear that certain individuals still think attribution simply refers to that act of crediting specific touchpoints with the sale of a product, or some other desired outcome. Not so, says Corina Constantin, VP and US director at PHD. Rather, attribution is specific to machine learning algorithms, Constantin just told attendees of the OMMA Attribution conference on
Tuesday. Meanwhile, attribution is not generally reduced to digital touchpoints, but digital certainly has the ability to measure individual touchpoints, Constantin notes. Still, when conceptualizing attribution, it's "less a matter of the type of channels, [and] more a matter of measurement," Constantin clarifies.