Document Type

Editorial

Publication Date

12-2018

DOI

10.2501/JAR-2018-044

Publication Title

Journal of Advertising Research

Volume

58

Issue

4

Pages

383-384

Abstract

(First paragraph) Digital attribution sounds rather simple in that it involves isolating advertising tactics and assessing their impact on consumer decision making. But in a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the optimal vehicles and mechanisms to cost effectively have an impact on consumer choice. And, on each research occasion, the process has to be all but reinvented.

Comments

Copyright © 2018 ARF. All rights reserved.

Original Publication Citation

Ford, J. B. (2018). What do we know about digital attribution? Journal of Advertising Research, 58(4), 383-384. doi:10.2501/JAR-2018-044

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