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Predicting is a notoriously foolish undertaking, but here’s an easy call: That mobile device you’re reading this on (or is at least within arm’s length right now) will be the center of the media universe. 2017 is the year, after all, when mobile ad revenues are projected to eclipse their counterpart on desktop.
… by deploying cross-device targeting solutions into attribution measurement. Before the rise of mobile usage, attribution was focused on spreading credit beyond last touch. With the rise of mobile devices, there is an inherent need to move beyond just last touch measurement and incorporate all devices — and touch points — into your attribution model…