The number of marketers who plan to use multi-touch attribution (MTA) in their evaluation of consumers’ path to purchase could double within a year, according to a survey by the Mobile Marketing Association.
As reported by Advertising Age, the trade body has found that under a third of marketers currently use MTA in their campaigns, but it is expected another 35% will try the process out.
If that happens, it is reported that online video and branded content will benefit from the shift to MTA at the expense of paid search – a development that Advertising Age says “could reshape marketing spending for years to come”.
According to Sanjay Gupta, chief customer officer at TIAA, who has been working with the Mobile Marketing Association on its Marketing Attribution Think Tank initiative to improve analytics across media, that’s because last-touch attribution places too much emphasis on paid search.
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