Sharing “Understanding Attribution” from IAB UK Customer Conversion Seminar

I spoke at the IAB’s “Customer Conversion Journey” event in London this week. It could really have been called “why we all think current attribution techniques suck” and that resonated with my comments that we all have vested interests in how attribution practices develop.

As ad tech media and services vendors we’re all going to win some and lose some but as one corridor questioner put it to me, “if it’s all so bloody complicated then why bother!?” Good question.

The answer is that well-attributed media spend allows advertisers to achieve the same results for lower overall spend or better results for the same spend or – the holy grail for digital – even significantly better results for increased digital spend. If it’s true, as I’ve said before, that all spend is going to be digital in the end, then improving attribution is a win-win for advertisers and the online ad industry.

However, what was most refreshing to me, is that this is now a maintstream issue and that there’s a real hunger to learn and try things (and you should feel free to wade through my reading list to form your own opinion).

If you want to see my slides from the event, they’re embedded below and strikingly similar to our roadshow from last year!

I’m told that attribution is the new rock n’ roll. Let’s see.