Yieldify Partnerships VP Ollie Jones explores the current state of play in online attribution and forecasts the direction of the debate in 2015.
91% of marketers recognize the importance of attribution and 35% consider it critical to their plans 
But attribution is a persistent problem for online marketers. Which partner takes credit for the sale? How do you attribute value to a branding display banner that leads to a website visit, that leads to a product search on Google and an eventual purchase? Much is still based on a Last Click model and we still don’t really have a solid method of attributing money spent on branding or social.