Attribution White Paper

Attribution White Paper - PMA

This white paper is not intended to offer any recommendations or solutions for advertising attribution or performance marketing practices. Instead, we strive to host a vigorous debate in the industry. As this paper demonstrates, there are many perspectives, many positives and many negatives. The Performance Marketing Association and the PMA’s Industry Advancement Council has identified ‘attribution’ as a key challenge facing advertising and performance  marketing professionals, but it is also an area of great opportunity.

 

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