COLOGNE-Traditional “last touch attribution” for measuring advertising is out of touch with today’s analytics and could help to explain some of the headlines about how television just isn’t working as it used to, according to Jean-Philippe Durrios.

“The industry has known this for a awhile. But more and more it’s becoming more democratized, that you need to take into consideration offline and online to understand interactions and really calculate 100 of the revenue,” said the VP of Interactive at Neustar MarketShare.

In an interview with Beet.TV at the annual DMEXCO advertising and media confab, Durrios said some marketers are still looking at “siloed analytics” for return-on-investment calculations. “When you do this, what’s happening is that the sum of the ROI shows that you’re double counting the performance of your marketing,” said Durrios.

Neustar announced that it would acquire MarketShare in the fall of 2015 to combine the two companies’ capabilities into a single solution. Its primary target is chief marketing officers, who are tasked with allocating marketing resources across stores, online, call centers, sales teams and digital along with legacy media.

“For several years, the word in the market has been that TV doesn’t work the way it used to be and that other media are far more effective,” said Durrios, attributing this mindset to a true picture of online and offline performance.

“If you go on the Internet and search for a brand, then push on an advertisement whether it’s display or search, you will have a potential conversion after that,” Durrios explained. What needs to be factored in is the brand momentum contributed by the brand’s TV spending over time because “TV has had a halo effect on your search or display performance.”

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.