MTA is dead, long live MTA

Looks at how multi-touch attribution (MTA), will change in light of the deprecation of cookies and the restrictions to Apple’s IDFA.
  • Even with the challenges to MTA raised by changes to what data marketers can use, most North American marketers (81%) are either using or planning to use MTA.
  • There are several reasons for this, including the growth of Connected TV, which uses first-party data for targeting.
  • Other advances, like ‘clean rooms’, which allow different publishers to share their data without exposing the other party’s raw data, also point to a future for MTA, with many marketers interested in linking it with Marketing Mix Modelling ....

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