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 today by I-COM, Flashtalking and MAGI NYC, which examines the business case for multi-touch attribution, or MTA. I-COM is a global industry association focused on the effective use of data in marketing and advertising.

“The increasing reliance on programmatic buying has resulted in a race to the bottom of the funnel,” says report author Steve Latham, Global Head...

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