25%

of marketers cited organizational and structural challenges as the No.1 reason they haven't adopted data-driven attribution.

Advertiser Perceptions/Google, U.S., Measurement Survey, (n of 197 marketer and agency contacts who are fully involved in media brand selection decisions, Sept. 2017.

Appears In

The hidden challenge with moving to data-driven attribution—and how to overcome it

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76%

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