Does attribution end with one click? Of course not. The consumer pathway and journey to a conversion is long and incredibly difficult to track. With the multitude of devices and new ways in which people explore, research, and ultimately make purchases, it's no wonder the industry has been stuck with a last click mindset for so long. Add to that the online/offline attribution equation and you've got a problem that seems almost impossible to solve.
Luckily, creative tech players have been rapidly evolving the industry and leading us out of the wilderness. iMedia traveled to the thinkLA Programmatic Summit and spoke with Seph Zdarko, head of partner strategy & attribution initiatives at Quantcast about this issue and ways to move past a last click mindset.
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Article written by media production manager David Zaleski and video edited by associate media producer Brian Waters.
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"Close-shot of a human hand clicking a computer mouse on the workplace" image via Shutterstock.