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RAB Research Archive

Attribution



It's interesting that the struggle multimedia advertisers have had over the years in trying to attribute results to each traditional medium has finally hit digital. With the number of digital platforms – display, streaming, mobile, social – advertisers are having a hard time determining what category of digital advertising is actually working.

Over the years, radio salespeople have told advertisers how to track results: "If the cash register rings, the advertising is working." This may still be the most practical way to judge traditional – and now digital.

Source: John Potter, RAB





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