- From: Chris Williams <chris_williams65@icloud.com>
- Date: Tue, 26 May 2026 10:22:31 -0400
- To: public-patwg@w3.org
This approach is not supported by fundamental comment sense. Ad performance has much to do with extraneous factors beyond media; such as weather, pricing, product reviews, creative. So much so that the whole exercise you are indulging in is rather pointless. If an advertiser has 100 conversion events, most of them should be attributed to brand and habit - probably about 60-70% according to MMM analysis. So the 30-40 left over for media and creative - mostly creative, there are relatively few influenced by the channel itself and even then multi-channel effects are more important. Sophisticated marketers have no interest in “attribution”. It’s little better than voodoo. Meanwhile - making all these conversion events available to media suppliers is just a surface for the media sellers to commit fraud. Net/net - you’re wasting time. Chris Williams Former president of IAB Canada Former VP digital Association of Canadian Advertisers
Received on Tuesday, 26 May 2026 17:23:22 UTC