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Just like everything else that fraud does, he'll pivot because he knows it's TOTAL BULLSHIT. Sure... attribution...

Google, You Finally Really Did It

Techniques change

Let's start with the deadpool:
  • View-through attribution: dead.
  • Third-party data: dead.
  • DMPs: dead.
  • Multitouch attribution: dead.
The removal of view-through attribution in particular is likely to cause the biggest change to media buying habits as it is a mainstay of most digital display measurement. It is hard for me to say this, but it seems like we will be moving back to last-click as the gold standard for attribution (sorry, I vomited on my keyboard). Although, it is worth noting that virtually all in-app attribution is last-click, and they are sustaining a multibillion-dollar ecosystem.
 

✨ AI Highlights

A thread ostensibly about Brian Pasch's AAAS event in Palm Beach quickly devolves into a flame war between forum members, primarily Alexander Lau trading insults with ed.brooks and others over Lau's dismissal of Pasch's industry events. The thread offers almost no substantive review of the event itself, with the only notable content being Lau sharing an AdExchanger article arguing that Google's attribution changes have killed view-through attribution, third-party data, DMPs, and multitouch attribution.

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