BARCELONA — Mobile is a different device – and that’s going to require very different advertising strategies, one of Google’s international ad execs says.

“We’re trying to help people move away last-click attribution,” Google EMEA performance solutions MD Ian Carrington tells Beet.TV in this video interview. “A lot of people are using last-click attribution models. That means they’re not valuing mobile correctly.”

In last-click attribution, the value of a purchase made by a consumer is attributed to the last click she made on the journey.

But the model is falling out of favor in a multi-channel world.

“Sixty-five percent of users will start their journey on a mobile and complete it on a different device,” Carrington stresses.

“Users will often search on a mobile device and go to a physical location. We can understand that behavior and help advertisers to value a customer who’s walked in to the store after using their mobile device.”


This video was is part of Beet.TV’s coverage of Mobile World Congress presented by Light Reaction.   Please visit this page for additional videos from Barcelona.