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Internet mysteries: Why does last-touch attribution persist?

Multi-touch attribution is more effective than last-touch attribution, but it’s also harder to implement. However, Viant’s CMO, Jon Schulz, explains in Digiday how data lakes are now helping advertisers successfully bring multi-touch attribution data together.

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Viant® and Urban Science® Expand Partnership to Unlock the Next Generation of Automotive Targeting, Measurement and Attribution

Partnership solves the challenge of targeting in-market customers while enabling them, for the first time, to quickly and accurately attribute a sale to those consumers who were exposed to ads across multiple formats and channels.

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