How advertisers can use attribution modelling to increase efficiency

Emily Barley

This event report considers the state of attribution modelling and what can be done to make it better.

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...

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