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.
The Athletic’s Sebastian Tomich is looking beyond ads and subscriptions to reach profitability
The Athletic's path to profitability is set for 2025, and to achieve this goal, chief commercial officer Sebastian Tomich is focused on more than just selling ads directly to prospective advertisers.
How newsroom unions intervene when members get laid off
Amid the recent wave of media layoffs, here are some of the ways newsroom unions are intervening.
Despite Q1’s slow start, publishers are bullish about events revenue for 2023
Publishers like BDG and Apartment Therapy are banking on events revenue to give them a leg up in 2023.
SponsoredAdvertising predictions that will shake up the media industry in 2023
Chris Kelly, CEO, Upwave Like many people, marketers and advertisers were ready to see 2022 come to a close. A year that started off promising was assailed by inflation, layoffs and the disastrous effects of RSV, the flu and additional COVID strains. Still, despite an uncertain outlook for 2023, there are plenty of reasons for […]
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.