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Is MTA Past Its Expiration Date? (Part 3)
Is multi-touch attribution (MTA) past its expiration date? In this third part of my MTA series, I’m exploring why retailers like Albertsons Media Collective, Best Buy Ads, and Amazon are bringing it back, and whether new approaches can overcome the data quality issues that gave MTA a bad reputation.
Better data doesn’t necessarily mean better decisions. From banner ads getting credit for impressions that don’t influence shoppers to media buyers lacking the time or flexibility to act on insights, I’m looking at MTA’s real-world limitations and whether it can deliver value despite incomplete…
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