Commentary
This Is What An Advanced Attribution Model Looks Like
- by Laurie Sullivan , Staff Writer @lauriesullivan, September 21, 2023
Advanced attribution frameworks become more important as the advertising industry moves into channels that do not have the ability to click on media -- at least for now -- such as connected television (CTV) and generative artificial intelligence (GAI).
“You don’t need to eat the elephant in one bite,” M^2 …
Laurie Sullivan is a writer and editor for MediaPost. You can reach Laurie at lauriesullivan@gmail.com.
