last click - Internet Marketing News and Blogs

With the popularity of the last click model dwindling, do affiliate networks need to evolve their approach to tracking sales in order to remain a viable channel for advertisers?

Is it time to say farewell to the old model of assigning all the value to the last click? Many marketers want the ability to measure customers' paths to purchase and understand the influences of each channel on a sale.

It would be a dream to accurately measure the impact of your TV ad on generating uplift in an outdoor campaign, driving interest in your press ad, which subsequently delivers a sale.

But can this now be achieved online?