Shift in marketing industry sees interest in attribution skyrocket

In a bid to improve conversions without hiking up spend, digital marketers across the country are increasingly seeking to better understand the complicated theories and practicalities behind attribution.

A new whitepaper released by Quantcast, entitled ‘The Quantcast Display Play-by-Play: Unlocking the Value of Display Advertising’, seeks to explain the various models behind how to understanding attribution, offering commentary on display advertising data measurement, campaign metrics and more industry insights.

Speaking to The Drum was Quantcast head of marketing EMEA Amit Kotecha, who discussed the growing interest in attribution: “For many years everyone talked about attribution: many people were talking about it but no one was doing anything about it.

“In the last six months we have seen a massive shift in the industry where more of our clients are asking about it and we are doing a lot more deep dives into attribution as a company and the big brands have started to ask about it and talk about it a lot more because they have started to realise that their spend is not being utilised to its maximum.

“If you look at attribution you can increase your conversions without increasing your spend, which is what everyone wants to do,” he commented.

Kotecha also discussed the growing popularity of real-time bidding (RTB), which he said was expanding due to the increase in online content consumption, which allows advertisers to offer audiences more personalised and attractive online offers.

“You can now reach people with the right ad, at the right time, in the right place, on the right website through RTB – you are no longer buying in bulk, you can buy an impression at a time, which is really important. If you get your head around that then the next move that you think about is measurement and how you measure the effectiveness of a campaign,” he said.