&quot;Attribution&quot; means more than just the last click.<p>If you see an ad on TV, and then 2 minutes later receive an ad on Facebook for the same product, click through and buy then how much is the TV ad responsible vs the Facebook ad.<p>Same for Youtube ads. Typically (as a very broad rule) people don&#x27;t click through to purchase from a Youtube ad. And yet lab (and other) studies show an increased propensity to purchase a specific product after Youtube advertising exposure.<p>As an ad buyer, how much do you spend on those TV&#x2F;Youtube Ads, vs how much for the final click.<p>lcs&#x27;s point is that sometimes that (paid) final click comes from a user who was probably likely to purchase anyway. So an advertiser would be better off paying more for wider exposure than for that final click (assuming a fixed budget etc etc).<p>This is a live problem right now, and a solution is worth billions of dollars.