Attribution: why does the last click model endure
Despite the customer journey becoming ever-more difficult to follow, due in no small part to our omni-channel world, attribution models remain largely focused on the last click. And this is not for purely technological reasons… It’s a paradox: while digital advertising seems to be an avid consumer of technological innovation, with programmatic advertising and DCO (Dynamic Creative Optimization) being prime examples, the fundamental question of…
Attribution: why is the Last Click model bound to disappear?
Attribution models are no longer limited to Last Click and First Click, since an increasing number of advertisers have started to create their own. In recent years, we have read articles dealing with the possible end of the Last Click era. However, it continues to be the most popular attribution model among advertisers. But why is it bound to disappear?