Unsophisticated Attribution Models Hurt Retargeting

A story close to our heart: unsophisticated attribution models. Almost as interesting as ‘deliberate cookie manipulation’.

"Retargeting tools have helped marketers with data-driven personalization—something that’s only going to get bigger in 2015. However, simply pouring more and more money into the space isn’t enough: Advanced attribution is necessary."

Source: eMarketer.com