“Last-Ad Wins,” the most common version of attribution models, has been the on the chopping block for years, but it manages to remain the answer for many marketers because of its simplicity. Well, Xuhui Shao says a change is needed. As we enter a new ecosystem of real-time bidding (RTB) and audience buying we have access to much better data and clear information about consumer touch points and how effective each touch point is in driving conversion.
Read the full article on ClickZ.