In an interview with eMarketer senior analyst Lauren Fisher, Michael Lampert, SVP, New York Media and Account Management, 360i, said media channels are innovating faster than he can come up with ways
to count them. "If you're Wal-Mart, Amazon or Target and you can use your own data and tie it back to in-store activity or brick-and-mortar activity, you're the exception, not the rule," he said. "We
are a ways from the perfect attribution for digital... The attribution companies can't customize a product for every client, so they try to create things that are useful to the majority."
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