Off the back of the attribution roundtable, where AdNews and AdRoll discussed the 10 key lessons marketers need to learn to break free of the last click chains, we spoke on camera with media agency gurus to ask are we any closer to online/offline attribution modelling?
OMD head of interactive Dan Robins says we are getting there with new technologies that are helping answer the question, however the industry is a couple of years away from being able to operationalise the data.
ZO chief digital officer Geraldine McDonagh believes companies such as Adobe and Google are integral to bringing in offline data into attribution. Click here to download the AdRoll Agencies and Attribution discussion paper.
Check out the video here:
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.