Myth: a unified ID or CDP will restore the cross-device attribution cookies gave us The question: with deterministic identity resolution — a customer data platform (CDP) or universal ID stitching logi…
Myth: linear attribution is the 'fair' model because it treats every touch equally The question: linear attribution splits credit evenly across all touchpoints. Equal sounds unbiased — so isn't it the…
Myth: Markov chain attribution's 'removal effect' measures incrementality The question: Markov attribution models the journey as a chain of states and computes each channel's 'removal effect' — how mu…
Myth: view-through conversions prove your display and video ads are working The question: a view-through conversion (VTC) credits an impression a user saw but never clicked, then later converted — doe…
Myth: media mix modeling is the old, imprecise method that MTA replaced The question: with granular user-level tracking, did media mix modeling (MMM — top-down regression of sales on aggregate spend) …
Myth: switch from last-click to first-click and you'll finally credit the channels that start journeys The question: last-click attribution (all credit to the final touch) obviously under-values disco…
