Attribution vs intent-based audience advertising on the open web
Published in
Jun 14, 2024
Attribution and intent are related but distinct concepts in marketing measurement. Attribution focuses on assigning credit for conversions or sales to specific marketing touchpoints along the customer journey. It aims to understand which ads, channels, or campaigns influenced a customer’s purchase decision. Common attribution models include last-click, first-click, linear, time decay, and data-driven models. READ MORE