Majority of Attribution Models are Fundamentally Flawed says EBX’s Le May

Many brands and advertisers are keen to shift to buying models based around results, but this is easier said than done since most attribution models are flawed in some way says Chris Le May, CEO of the European Broadcaster Exchange (EBX). In this interview, Le May discusses the current problems with measuring the specific results of individual campaigns, and the challenges the industry faces as it seeks to shift to unified metrics and standards across markets. Filmed at Hotel Barrière Le Majestic Cannes at the Cannes Lions Festival 2018.