Beyond the Pixel: The New Frontier of Attribution, Automation, and Scalable Insights

Let’s be real—basic pixel-based attribution isn’t the story anymore. The real conversation is about what comes after the pixel. In today’s landscape, brands are going deeper by integrating attribution into Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA), embedding it directly into creative analysis and A/B testing workflows, and using it to enable full transparency across even complex RON-style buys.

Attribution has evolved from being a retroactive reporting tool to the live infrastructure driving real-time decisions across podcasting, CTV, YouTube, and other emerging channels. It's now powering automated optimizations, not just measurement. Campaign setup and tracking is no longer hard—it’s turnkey. And attribution isn’t just showing conversions, it’s shaping strategy: revealing which creative concepts are actually converting, which channels are pulling real weight, and where scale can happen without sacrificing precision.

This panel explores what that evolution looks like in practice—for advertisers, agencies, and publishers alike. If you're still treating attribution as a post-campaign PDF instead of a dynamic system for action, it's time to rethink what’s possible.