As Marketers Tire Of Last-Click And MTA, Incrementality Testing Finds Its Niche

By LeadsConAdminAugust 7, 2019

Data-driven marketers don’t like last-click attribution, which simply credits only the final impression that drove a conversion. And they aren’t buying multitouch attribution (MTA), an involved process where each touchpoint in a campaign is tracked and assigned specific credit.

Read More at adexchanger.com

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