In a recent article, Paul Pellman makes the compelling argument that there’s no such thing as ad campaign optimization without sorting out the often murky issue of attribution.

“The right way to handle attribution is by measuring the influence each and every display impression, click, social interaction, and e-mail campaign has on a campaign,” he writes – and we couldn’t agree more. No Ad Campaign Optimization Without Proper Attribution is well worth a read.

Let us know your thoughts in the comments.

image: The Biologian