The attribution elephant in the corner

In this guest post Ben Sharp argues the industry needs to make a real effort to nail down the issue of attribution to prove what is really working for them.

There’s an elephant sitting in the corner. His name is Attribution. We all know he’s there and we all know we need to do something about it, but at the end of the day, it’s just too hard.

The IAB Australia recently did a survey called The State of Industry: Marketers & Advertising Technology. I sit on the Ad Tech Advisory board and was involved in helping drive this survey. The aim was, as leaders in the advertising technology space, to understand what our customers (both brand direct and agency) understood about our space, what tools they were using and what they wanted to learn more about.