By Kendra Clark

In an effort to provide more accurate, precise and privacy-centric measurement to marketers, Google has announced it is updating its ad attribution model. Instead of relying on consumers’ last interaction alone, Google Ads will employ machine learning to assess data from throughout the conversion pipeline. The move represents a shift away from what’s commonly known as “last-click” models of attribution and furthers the tech giant’s investment in consumer data privacy.

Google has announced it is updating its attribution model for marketers.

The company will no longer rely on last-click attribution, but will shift to what it’s calling “data-driven Read full story ›

Source: The Drum