Panel: Demystifying Attribution in Programmatic Advertising

Europe’s biggest virtual programmatic event took place on Tuesday 19th November. The Virtual Programmatic Day (VPD) brought together industry experts and thought-leaders from IAB Europe’s member companies.

Attribution, and how to do it well, has been the topic of industry debate for some time. But what do we actually mean by attribution and how does it work or help with evaluating programmatic campaigns? This panel addressed this question and explored the key challenges that exist and developments that need to happen to overcome those.