19. Conversion Tracking and Attribution
Dynamic creative optimization (DCO), an early form of personalized advertising, was used to try to figure out what combinations of creative and messaging produced the best results in converting users to customers. As a result of DCO, many efforts at personalization of ads are also focused on tracking the impact of personalization on conversion (also called attribution).
Attribution itself is a broad subject. For many brands, it involves trying to measure which marketing channels/media are producing the best results in terms of converting prospects to customers. This is often much easier said than done due to the complexities (or impossibility) of identifying a user across media channels like TV, print, ...
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