What is attribution modeling, and why might algorithmic attribution outperform last-click in AI campaigns?

What is attribution modeling, and why might algorithmic attribution outperform last-click in AI campaigns?

• A. Attribution modeling assigns credit to touching channels; algorithmic attribution uses data-driven weighting across channels, capturing non-linear effects and interactions that last-click misses.
• B. Attribution modeling is identical to last-click attribution; algorithmic attribution ignores channel interactions.
• C. Attribution modeling focuses on offline channels only; algorithmic attribution ignores online data.
• D. Attribution modeling credits the final interaction only; algorithmic attribution undervalues earlier touches.

Answer: (A)