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For some time now, many different technologies across the digital ecosystem have promised marketers the ability to show the “true” value of their media spend on the different ad touch points through to a sales conversion. Despite this, attribution modelling in Australia remains largely underutilised and seemingly shrouded in challenges and complexity. In this roundtable we will discuss these challenges, how it can be simplified and what the opportunities are for brands in a more connected, digital world.

Moderator: Dan Robins, Head of Interactive, OMD