Digital advertising has been known to provide marketers with tangible results, answers to their questions about ad campaign performance, and guidance on where to spend their money. However, marketers are now realising that the most measurable ad medium isn't quite as transparent as they might have assumed. As a result, pressure is building on brands as they shift their advertising spend to digital and rely more heavily on data as part of their media strategy. At the heart of this transition is attribution, the ability to evaluate the performance of each media channel. Attribution is becoming a hot topic as marketers look to attribution models for answers. This session will explore different models, places in which marketers should invest, and successful strategies.