If a tree falls in a forest and no-one was around to hear it, did it really make a sound? Many advertisers have asked themselves that question in years gone by, unable to know whether their analog media spend really made a difference.

But digital ads that lead to digital actions mean attribution can delight marketers, says eXelate CEO Mark Zagorski.

“Did my ad work and did it drive a sale? Because everything is becoming so digital, we can track a consumer from exposure to purchase,” Zagorski tells Beet.TV in this video interview.

“This is now a reality – not just in the digital world but as television and radio and all these other sources of media become so much more IP-based.”

Zagorski says brands are concerned about getting data, controlling data and measuring effectiveness.

We interviewed Zagorski as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull.   Please visit this page for additional segments.

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