Multi-touch attribution (MTA) was introduced to distribute credit to touchpoints all along the omnichannel customer journey, ensuring that the efficacy of all channels was properly measured. But after years of meticulous development, these attribution models are now facing down obsolescence. Their overall reliance on third-party cookies means that as the data and privacy landscape evolves, they will soon lose their ability to function.

There are other solutions, however, that are ready to step up and take its place, solving for channels across – and even beyond – the full digital ecosystem. Register now to join AUDIENCEX Director of Analytics & Insights, Benji Joachim, as we look at the current state and looming fate of MTA, and explore the approaches we believe can power attribution and optimization well into the future for marketers.