Unsophisticated Attribution Models Hurt Retargeting

Respondents were still using simple attribution models—not too helpful for tracking today’s multidevice, multiplatform consumers. Nearly 60% of marketers turned to single-touch attribution, compared with 34% who used multi-touch. Just 5% were using even more sophisticated algorithms or custom models.

Publication: 
eMarketer
Author: 
eMarketer
Document Type: 
Research
Paywall: 
Free

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