The overlooked value of multichannel attribution … and why last-click models should be killed off

A white paper from I-COM details how an overreliance on last-touch attribution results in ‘cookie bombing’ and the misallocation of marketing budgets.

Brands and their agencies are cookie-bombing consumers and wasting huge chunks of their advertising budgets by wrongly attributing sales to the first and last clicks in their online campaigns.

This warning is at the heart of a white paper launched jointly...

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