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Oscar Peña
Oscar Peña

Cross Channel Coordinator - what does that even mean? I make sense of how media on different platforms interact with each other. In a former life I was a health educator, but the nerd in me fell for the data side of AdTech. Outside of LumenAd, you’ll find me on a mountain.

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What is Multi-Touch Attribution?

A primer on multi-touch attribution and what it provides the modern advertiser.

Here’s a classic advertising conundrum: a user sees an advertiser’s pre-roll ad but doesn’t interact. Later, that user clicks a display ad from the same advertiser and buys what they are selling. Would that user have clicked the display ad if they hadn’t seen the pre-roll ad earlier? Multi-touch attribution technology gives advertisers the answer […]

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