Transparency can become advertising’s new moat

"Attribution modelling of sales is a mess in digital." 

Midway through our conversation about digital marketing, the consultant told me this. He works with brands on market entry, go-to-market strategy, and marketing.

Picture this: A brand runs the same campaign across Google, Meta and other platforms. A customer sees a product ad on, say, Instagram, searches for the brand on Google two days later, and makes a purchase. Meta may claim the conversion because the customer viewed its ad. Google may claim it because the customer clicked a search ad. The brand’s own analytics system may assign credit differently, or conclude that neither platform can be credited with confidence.