By Seb Joseph

News UK is exploring alternative ways to link what people read to their purchases after test ads on The Times tablet edition showed how readers who saw them were more likely to become brand advocates.

While the industry is still a long way from pulling digital attribution into the entire conversion path, the publisher believes it is edging closer to finding models that are more fair to its own content. ‘Clicks don’t matter sales do’ is what News UK’s commercial arm wants to be able to tell advertisers and its Project Footprint study has set it on its way to grabbing Read full story ›

Source: The Drum