IAB Digital Attribution Primer 2.0

This primer explores what practitioners need to know about digital attribution, or the process of identifying a set of user actions, how they contribute to the desired outcome, and how to assign value to each action.

IAB Digital Attribution Primer 2.0

Attribution Definitions

Attribution

Attribution is the process of identifying a set of user actions ("events") across screens and touch points that contribute in some manner to a desired outcome, and then assigning value to each of these events.

In digital advertising, attribution measurement is most widely performed by media buyers trying to understand which aspects of digital media campaigns are contributing most to campaign performance. Digital attribution is done at a user-specific level, through efforts to assign a consistent user identifier across all analyzed events. This is opposed to traditional media performance analysis, where ROI...

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