Snap Inc. commissioned Neustar for a study of multi-touch attribution covering 10 brands across multiple verticals including consumer packaged goods, entertainment and retail.
The company pointed out that many advertisers currently rely on desktop web analytics as their primary guidance, primarily focusing on the last touch or last click before conversions, adding that more than one-third of U.S marketers and agencies responding to a recent study said last-click attribution will become more important in a cookie-less world.
Snap
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