What is attribution? The (Google) dictionary definition is: “ The action of regarding something as being caused by a person or thing.” So, in our advertising world, it’s the essential practice of being able to demonstrate that doing (or not doing) something in a campaign leads to a measurable, hopefully positive, effect - such as increases in sales, intent to buy, store visits and so on. With an accurate understanding of what is working, brands and agencies can reap the rewards of better...