Connect with execs from The New York Times, TIME, Dotdash Meredith and many more
What It Is: Multichannel attribution is the analysis and weighting of valid influences on the sales funnel across multiple channels of advertising. Channels in the ad industry refer to the medium of advertising that is being used, such as display or search. The “funnel” is the process through which a potential consumer is converted into a buyer. Each stage of that funnel which leads a customer towards purchase may have many elements which contribute in equal or disproportionate amounts to the end goal of a click-through towards a purchase or a meaningful brand interaction. Early in the history of online advertising the emphasis was on the source of the “last click” which led the consumer towards purchase. This perspective discounted the influence of much of the digital ecosystem which may have contributed significantly to a consumer’s decision to purchase. Marketers are now looking at methods of analyzing “pre-preference” influencers among various channels — ad experiences or social media input which primes customers to receive a brand’s message and eventually spark an affinity that becomes an engagement or purchase action.
More in Media

Three publishers’ workforce diversity reports show DEI efforts remain sluggish
Overall, staff diversity at The New York Times, Hearst and Condé Nast has either marginally improved or stalled in 2024, according to their annual workforce diversity data this year.

Retail media meets publishing: News UK, Future and Ocado tap clean room tech for smarter data targeting
News UK, The Independent, Immediate Media and Future are teaming up with retail media network Ocado to test clean room-powered data matching.

From sidelines to spotlight: Esports events are putting creators center stage
Esports events’ embrace of content creators reflects advertisers’ changing priorities across both gaming and the wider culture. In the past, marketers viewed esports as one of the best ways to reach gamers. In 2025, brands are instead prioritizing creators in their outreach to audiences across demographics and interest areas, including gaming.