ATTRIBUTION APOCALYPSE?


Alice Sylvester
Partner,
Sequent Partners


About this episode:
When Alice Sylvester exited the agency side of advertising, she witnessed both the emergence of market research and the explosion of digital advertising. Now as marketers embrace multi-touch attribution for media, will we see a day where brand and media metrics meet in the middle? Hear her thoughts on privacy changes leading to an attribution apocalypse – and what’s next.


“You have to separate the ideal and the promise of attribution from today’s practice because we know that there are some enormous holes in the journey.”

Alice Sylvester

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