IAB Digital Attribution Methodologies

Attribution is the process of identifying a set of user actions (“events”) across screens and touch points that contribute in some manner to a desired outcome, and then assigning value to each of these events. While there are many industry viewpoints about how best to measure and apply credit to digital advertising touch points, the methodologies listed in the one pager below are some that are commonly used. Practitioners should work with their agency and ad technology partners to determine the best measurement approach for their brand/product and refine it over time.