Off the back of the attribution roundtable, which discussed the 10 key lessons marketers need to learn to break free of the last click chains, we spoke with media agency gurus to ask is it down to agencies to own and steer the attribution conversation?
GroupM director of tech operations Timothy Whitfield says agencies play an important role in the education, in terms of pairing tech providers with the right client.
Cadreon director of data and technology James Wood disagreed with Whitfield, saying clients need to be more proactive in their own education.
“Media agencies do steer the conversation now and that’s by default. Ultimately more education needs to happen on the client side,” Wood says.
Check out the video below and click here to download the AdRoll Agencies and Attribution discussion paper.
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