Finding the ultimate model for Multi-Touch Attribution (MTA) is difficult if not impossible but the Mobile Marketing Association (MMA) believes that, while not perfect, their newly released MTA model is a big step forward in leveraging data to ascertain attribution. At a recent breakfast during Advertising Week, Greg Stuart, Chief Executive Officer, Mobile Marketing Association, hailed it as “the next generation measurement initiative which gives user-level data proportional credit against a granular list of touch points.”
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