Attribution is broken, here’s how to fix it

Amid all of the current brand-safety brouhaha, it might be hard to remember that it was Facebook who ushered in the current season of scepticism by admitting that their metrics significantly inflated the reported reach of media on their platform.
The response of Facebook’s EMEA head of marketing science Tony Evans was curiously unhelpful suggesting clients are more concerned with measurement than with metrics. Well, that’s alright then. Only in marketing could “measurement&rdq