Encore Media Metrics CEO Steve Latham tells WIT Strategy‘s Bill Brazell that too many agencies continue to rely on last-click attribution because brands don’t insist on better measures. Meanwhile, brands that are having success with higher-quality measurement understandably avoid telling their competitors how to replicate that success — so the word doesn’t spread. Nonetheless, while the ability to see a full, unified conversion path is not yet mature, it is on its way.
Music: “Morning Rays” by Jim Duffy. Used with permission.