Using Multi-Touch Attribution for better digital advertising outcomes

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diane-ma
Diane
Ma

Partner, Analytics Practice

john-cripps
John
Cripps

Principal, Analytics Practice

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Consumers are often over exposed to the same ads, while advertisers are operating well past the point of diminishing returns when it comes to leveraging frequency.

Using multi-touch attribution (MTA), advertisers and media owners can maximise exposure for a given campaign, deploy frequency-capping strategies, and reallocate spend. But despite having access to various MTA approaches and frequency-capping technologies, advertisers and media companies still find that audiences are overexposed to advertising, resulting in wasted budget and sub-optimal ROI.

This paper, co-authored by Dan Robbins, Vice President, Advertising Marketing & Partner Solutions at Roku Inc., explains how to optimise exposure frequency, and reinvest the savings across individuals or segments.

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