What is the current common solution to the advertising attribution problem?

First, we need to define the problem. We’re condensing here, but in digital advertising, user data privacy restrictions make it harder than ever to know which of your paid campaigns is moving the needle for your business. The current common solution involves using attribution models, like multi-touch attribution (MTA), which consider multiple touchpoints in a customer journey.

However, multi-touch attribution will never be more accurate than it is today—or, you could say, yesterday. That’s largely due to the increase in data privacy on web consumption platforms. (We go over this more in-depth in our multi-touch attribution guide.) To be clear, the reduction in MTA accuracy is inevitable. Integration of AI and machine learning for more accurate and dynamic attribution is also becoming popular through marketing mix or media mix modeling (MMMs).