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eMarketer Interview

Cross-Device Attribution Is a Journey, Not a Destination

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An interview with

Vish Oza

Director, Product Management, Convertro

Topics: AdvertisingMarketing

Interview summary

Marketers tend to view attribution as an end goal—something they’re constantly working toward but still struggling to achieve. But as integrating TV, digital and in-store data becomes less of a pipe dream and more of an attainable reality, marketers have to shift their perspective of attribution. Vish Oza, director of product management at marketing attribution platform Convertro, spoke with eMarketer’s Maria Minsker about what attribution will soon enable marketers to do.


eMarketer: Where do marketers stand in their quest to fully integrate TV, digital and in-store data?

Vish Oza: There is a lot of momentum around TV, but the integration of digital and in-store data is no longer as big of a question. Everybody now understands that it needs to be part of every attribution measurement optimization platform. Still, there is room for improvement as far as in-store data goes, especially in areas where the retailer doesn’t have insight into the entire customer supply chain.