Biased attribution is a term used to describe a measurement platform that has a financial interest in the success of a particular set of advertising or affiliate networks. A conflict of interest primarily that may jeopardize a company’s business operations.
Why Is This Important:
An attribution provider offering a paid partnership program or solutions for ad networks or affiliate networks, including fraud perpetrators, as well as their own DMP. While this could be a great additional source of income, Advertisers should worry as to where the interest of the attribution provider lies.
A truly unbiased provider will offer no such partnerships and solutions in order to maintain its business compass.
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