Robert Sawatzky
Sep 24, 2018

BBC News fights back against last click attribution

New global study and ad tool is aimed at countering a “dumb” metric.

Publishers have long complained that the digital giants like Google and Facebook are taking too much credit for advertising-driven sales and therefore too big a slice of brand ad spend at the expense of other media channels.

Tired of merely complaining, BBC Global News is fighting back with its own empirical evidence, unveiling a massive new global study and ad optimisation tool in a bid to convince brands that advertising through quality content leads to...

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