Research from the Mobile Marketing Association and technology company Neustar shows that despite obstacles such as the deprecation of third-party cookies, multi-touch attribution (MTA) will likely remain a key measurement tool.

Why it matters

Despite concerns about its viability going forward, new developments – such as the rise of connected TV – are pointing a way forward for MTA, with most (81%) North American marketers either already using it or planning to.

Takeaways

• MTA should benefit from Connected TV, and from other developments such as clean rooms, which allow for brands and publishers to share data in a secure and...