About That Blind Spot in Your Advertising Program…

By Steve Latham
GM, Encore by Flashtalking

Digiday 8/26/2016 – In recent years we’ve made great strides in accurately measuring digital media across channels and throughout the funnel. We are becoming adept at using fractional attribution to determine which sites, strategies, audience segments and placements perform well, and which ones do not. But amid all the talk about attribution, arguably the most important ingredient to successful advertising is often overlooked: Creative.

Think back to the original promise of digital: to deliver the right message to the right audience in the right place at the right moment. A tsunami of data and analytics have brought us closer to that dream – but there’s still a lot of work to do. To date our focus has been on applying data-driven thinking to the media side of the equation: sites, strategies, and placements…



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