November 2021

Last year, the pandemic turned the world upside down, and it’s not over yet. Marketing shifted, with brands trying new tactics to reach those staying home. Even now, digital changes happen unexpectedly, as new apps pop up, new trends appear, and new marketing strategies take hold. There’s never been a greater need for marketing professionals to be flexible or ready to pivot at any moment. The key to success is planning for what’s ahead.

In 2017, 76% of marketers reported that they currently had or planned to have marketing attribution. Fast forward to today, where that number has only increased, as marketing attribution is a crucial part of any marketing strategy. With attribution being so widely used in one form or another, marketers must use an attribution model that is the right fit for them. A minuscule 22% of marketers believe they’re using the right attribution model, leaving 78% wondering what they should be doing.

In marketing and advertising, we know that the more you know, the more you can optimize and succeed. When it comes to attribution and reporting, knowing the full picture about a potential customer can be the difference between landing a solid conversion and losing a crucial lead. While other OTT & Connected TV marketers claim to provide thorough attribution, what you may not know is that they may not be giving you the whole picture.