IPSOS: The Brand vs. Performance Media Debate

While it’s true that ecommerce sales can be directly tracked through last-click attribution metrics, that doesn’t necessarily mean that the digital performance media being measured, owns 100% responsibility for the sales. This is a myth across many industries that needs to be broken in order to ensure the long-term health and sustainability of brands.

Unfortunately, over the last 5-years these measurement approaches have led organizations to focus on silo-based measurement platforms and in many cases, build silos around the media channels that can be classified as brand vs. digital performance media.

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