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Cross-Device Attribution Still Sticky Wicket

  • eMarketer, Thursday, October 6, 2016 10:33 AM
Getting multi-device attribution hasn't gotten any easier for marketers, according to a March 2016 Econsultancy study cited by eMarketer.  “[M]atching customers across multiple devices” was mentioned as a digital priority by nearly three-quarters of the marketers polled. Yet only 14% of marketers in the same survey said their company had the capability to handle such matching, a gap of 60 percentage points."

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