Attribution is getting much closer to a standardizable measurement capability with the announcement by Data Plus Math of The Attribution Council (previously known as Thor). Nine broadcast and cable networks have signed on so far and testing has begun. While the name may still evolve, one network that has made solid strides in quantifying attribution for advertisers using this protocol is A+E Networks. Marcela Tabares, Senior Vice President, Strategic Insights, Revenue, and David Ernst, Vice President, Advanced Television & Digital Analytics (pictured above), presented an initial test campaign to MediaVillage, showing proof of the efficacy of television as a driver of all attributes of the consumer journey to purchase.
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