Weighted Attribution Model the Way Forward says Doug Conely

Read OPS Market's Focus On Session Leader Doug Conely's hopes for the current Display Market and find out what he thinks of the last-impression-post view.

"Doug Conely is Senior Director, Global Data & Targeting at Tribal Fusion. Here he responds to a recent PostView coulmn, and argues that instead of the focus on the post view window argument, we as an industry should be moving to a weighted or linear attribution model.

I’m on record with you in agreeing that fewer, well placed, larger ads with better rich media executions should be the way forward. It will take time but I think enough people are pushing the larger and better formats to drive that change. However, publishers, while agreeing in theory, are yet to be convinced that fewer ads with placements likely to have view-time is a better monetisation strategy in practice (and no one wants to be first to jump!). The quantitative case has not been made yet but I’m optimistic that that will come..."