The goal of attribution is to assess the value that each element of a campaign contributes to bringing about a desired consumer action, such as a website visit or a purchase. Attribution enables brands to increase the efficiency of their ad spending, and over time can help smart marketers compile winning playbooks for emerging media channels like OTT.
That makes attribution an important process - one that should be part of every OTT ad campaign. There are many attribution approaches out there, ranging from the overly simple (e.g., 'last click') to the exceedingly complex. Good attribution models are consistent with accepted principles about how advertising works, are readily understood, and can be implemented in an actionable time frame.
Tru Optik's attribution approach includes three features that have been conspicuously absent from OTT attribution to date (and most other digital attribution), though they are essential to evaluating campaign performance.