The challenges around measuring digital ad performance were a key theme at IAB Interact, a conference hosted by IAB Europe in Amsterdam in May 2017, where Thomas Park, product director of TPAS [third-party ad server] and measurement at Adform and Peter Loell, director at Annalect, gave an overview of the current state of attribution modelling – as well as a case study example of the potential depth and usefulness of the discipline.
"There's a hell of a lot of money involved [in advertising]," Park said. "And the more money you have, the more problems you have too."
And it is...