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Fewer than one third of online marketers are happy with their ability to measure interactive media. The main reason is that the industry standard of crediting the last click or last interaction is flawed. Recently, several leading players in the industry have introduced the concept of attribution measurement, which assigns credit to multiple touchpoints in a consumer’s purchase path. Forrester Senior Analyst Emily Riley, a leading authority on the topic, will present an overview of her recently published Interactive Attribution Wave. Emily will review the shifting trends in the market, highlight key players, and show marketers how to gain valuable insights by adopting attribution measurement practices. This is the first time attribution vendors have been evaluated, yielding groundbreaking insights that are valuable for interactive marketers, vendors, and publishers alike.