As consumers interact with ads across platforms, brands increasingly need to better understand attribution across those channels, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV about multi-platform marketing strategies.

Given the changes in consumption, the industry needs a streamlined analytics approach to cross-channel behaviors, he says. “If we are going to acknowledge that people are going from Place A to Place B to Place C, we shouldn’t just look at what they do last…We need to make sure every impression counts to some degree,” Lampert says. That means marketers need to understand how consumers are moving across properties and what is making an impact at each point in the journey. He points to both Google’s and AOL’s purchases of attribution firms this spring as evidence of the importance in understanding the links in consumer behaviors across platforms.

Lampert recently moved from Digitas to MediaCom, and works with clients such as Dell and Volkswagen. Lampert was one of  the speakers at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.