Attribution Modeling in Digital Marketing: The Present [Part 2/3] - Clearcode Blog
Summary
MTA facilitates the recording of the interactions a user has with a brand across multiple touchpoints and devices, and ultimately attributes conversions to that activity based on algorithms and machine learning (ML) models that take a converter’s and non-converter’s paths into account. Nonetheless, as in previous cases if no alternative is introduced, losing access to third-party data will leave this MTA model with a biased representation of the impact that digital marketing has on conversions and sales. Below you’ll find a brief summary with the most common attribution models, a few words about how they work, and whether or not they will be affected by the changes to third-party cookies we’ve been talking about. Before concluding, let’s run through a quick recap from what we’ve covered so far: • Popular web browsers like Safari and Firefox have implemented changes to their privacy settings to prevent users from being recognized across different sites (e.g. blocking third-party cookies). Chrome has also proposed a new way to run targeted advertising and measure and attribution marketing campaigns called Privacy Sandbox.
