Overcoming the Challenges of Mobile Attribution

A report released last month by Marchex, a mobile advertising analytics company, and Digiday, found 56% of respondents consider mobile advertising measurement and attribution very challenging or challenging as opposed to scale (39%) or transparency (37%). All marketing verticals-agencies, publishers, and brands-agreed on this notion, showing unanimous concern about the challenges inherent in attribution. There are a few issues at work here, but there is also hope.