The Marketing Architects

Nerd Alert: The Problem with Last-Touch Attribution

Feb 27, 2025
Discover the pitfalls of last-touch attribution and how it skews marketing decisions, leading to poor ad valuations. The hosts delve into game theory’s impact on marketing, presenting Shapely value attribution as a fairer method for credit distribution among various ad exposures. They discuss how publishers benefit from current models, while exploring why sometimes having no attribution could outperform last-touch strategies. Gain insights that could drive smarter marketing strategies and improve ROI!
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INSIGHT

Last-Touch Attribution: Simplicity vs. Accuracy

  • Last-touch attribution simplifies measurement but provides an incomplete picture.
  • It doesn't account for all touchpoints influencing conversions.
INSIGHT

Last-Touch Attribution's Negative Impact

  • Last-touch attribution overvalues certain ads, leading to poor bidding decisions.
  • The study uses game theory to analyze its impact on advertiser profits and publisher revenue.
INSIGHT

Publishers' Advantage with Last-Touch

  • Last-touch attribution overvalues ads appearing just before conversion, inflating costs.
  • Publishers benefit from this while advertisers see lower profits due to overspending.
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