Everything you think you know about digital attribution today is wrong. Your fifteen-year old desktop solution set has been invalidated almost overnight by the massive shift to mobile; as of 2016, 26.4% of time with all media (including TV and print) is spent on mobile devices. That's well over half of all time spent with digital. Because of this, advertisers must reboot their approach to how they measure and attribute conversions. Buyers and sellers of media need independent measurement partners to provide trustworthy, reliable data about the path-to-conversion in a mobile first world. But as an industry, we've become complacent and too accepting of legacy systems, conflicting ownership interests and walled gardens.