A Key Year for Tag Management Adoption
5. Attribution will become a prominent mode of reporting. As such, advertisers will plan their spend and optimize their campaigns based on attribution analysis of all their customers’ responses to marketing and nonmarketing channels (e.g., direct to site, online chat, call center). Using this, we should see the bidding of search and display start to work in harmony.
In general, display has the most to gain as full-channel attribution analysis will demonstrate that banners do work as an upstream channel. This will redefine development in the display sector away from its current uncomfortable chase for the last view. Also, clients who start to examine the mix between paid and natural search will find "target busting" efficiencies in both — if Google lets them.