For many advertisers, digital media budgets are dominated by one or more digital platforms, but those brands can fine-tune performance by using ‘single platform attribution’ techniques.

Why it matters

With marketers under pressure to deliver short-term results, many feel dependent on the performance ad tools offered by Google, Amazon, Facebook etc. While cross-platform attribution is all but impossible, brands can ensure spend within each platform is working as hard as possible.

How it works

• If the majority of an advertiser’s investment is with Alphabet (YouTube, Google search, DV360), Google Analytics can help to measure and attribute within that...