White Papers

White Paper Download


The last-click paradigm erodes as marketers turn to fractional attribution

Digital attribution — the measurement of the value of each digital marketing contact that contributed to a desired outcome — allows marketers to more clearly understand what's working and what's not. This Forrester Consulting Thought Leadership Paper highlights the state of digital attribution, its various approaches, and its benefits and challenges for marketers and publishers. Commissioned by the Interactive Advertising Bureau, this paper is based on interviews with 15 agencies, service providers and publishers.

Have a SAS profile? Log in to pre-fill the form.

*  First Name
*  Last Name
*  E-mail Address
* Organization/Company
* Industry
* Job Title
*  Country
State/Province/Territory
(Required for Canada and U.S.)
* Business Phone
Yes, I would like to opt-in to receive occasional emails from SAS and its affiliates
about SAS events, free white papers, special offers on training and publications, etc.
All personal information will be handled in accordance with the SAS Privacy Statement.


( * indicates required field )