White Paper: The Business Case for Digital Attribution

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White Paper: The Business Case for Digital Attribution

This inaugural white paper evolved from numerous discussions within the I-COM Attribution Council. While the topic of Multi-Touch Attribution (MTA) is widely known throughout the advertising industry, it has been slow to evolve as a universal standard for digital media measurement. This paper addresses hurdles to adoption, the cost of outdated attribution models, the standards of proper MTA and the business case for evolving beyond last-touch. Supporting case studies illustrate the near-term and strategic benefits of MTA for brands of all sizes. 

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