A medium-size business with a $20M marketing budget can run into issues when aiming to track an attribute, what marketing dollars brought in customers, etc. But when you're managing $90B for customers all over the world and working in every conceivable channel, things get all the more complicated. Josh Sutton, global head of Data and AI at Publicis.Sapient, speaks in this episode about the future of advertising attribution with machine learning. Specifically, Sutton discusses how his team of publicists is working on managing, tracking, and determining cohorts and attribution across more channels and numerous clients, and touches on ways that the company is applying ML to make sense of marketing data and spend marketing dollars more effectively.