100% Media: news analysis, opinion, trends, data & jobs

Advertisement

The Media Leader

Sign up now

Receive weekly round-ups of the latest comment, opinion and media news, direct to your inbox.

Opinion

Partner content: The attribution models advertisers currently use to prove campaign effectiveness are outdated in our multi-touchpoint digital landscape, writes TikTok’s UK head of client measurement.

In our march towards greater targeting and fragmentation, we’ve forgotten how to make famous ad campaigns. But this isn’t a plea for a return to the past.

The promise of a confidential conversation based on goodwill and positive intent on both sides is a precious thing. How often do any of us get that?