Mythbuster: Attribution fraud

This article discusses the measurement of online effectiveness and its galvanising effect on market research.

Mythbuster: Attribution fraud

Les Binet and Sarah Carteradam&eveDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like 'attribution fraud'.

Years ago, when the internet was young, a digital strategist held forth at a party. "The thing about digital marketing," he said "is we know everything about customers and precisely how they respond to our ads. Online everything is measurable."

Back then, evaluating online advertising seemed simple: you counted click-through rates. The higher the rate, the more effective the ad. This is a simple and obvious way...

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