The challenge of digital attribution solutions is that they are built on datasets that force marketers to extrapolate a conclusion based on small bits of data.

If our audiences live behind the walled gardens of Facebook, Google, Apple or some other “universal ID” solution, these services don’t play together.  As a result, audiences can’t be (accurately) pieced together after the fact.  Users are on home wifi, businesses networks, mobile devices, out shopping and increasingly on smart TVs.  An error multiplier occurs when the so-called “universal ID” is multiplied by the “people on different devices”, resulting in an attribution equation that is, at best, probabilistic and at worst, little more than wishful thinking. 

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