The Pitfalls of Multi-Touch Attribution in Ad Tech

This chapter explores the dangers of relying solely on multi-touch attribution in advertising campaigns, which can lead to misplaced credit for conversions. The conversation stresses the importance of calibrating MTA to ground truth and focusing on incrementality to avoid inflated performance metrics and wasted ad spend. Recommendations for alternative measurement approaches and high-quality tools are provided to support a more intelligent marketing measurement program in the complex landscape of ad tech.