Self attributing network

Picture a network that’s like a teenager who just got their driver's license and can't stop reminding everyone about it. A self-attributing network is one that loves to take credit for every conversion that happens through its platform, shouting "Look what I did!" at every opportunity. It’s a bit like that friend who takes credit for introducing you to oat milk, even though you thought of it all by yourself.

A self-attributing network is a digital advertising model where the platform or network autonomously assigns credit for conversions or leads attributed to their ads, often bypassing traditional tracking methods used by marketers. This model can lead to discrepancies in performance reporting due to the network’s potentially biased assessment, as it might not account for the various touchpoints in a consumer’s journey. While such networks offer simplified attribution processes and often claim to reduce the complexity of cross-channel attribution, marketers must critically assess claims of conversion success to ensure informed decision-making and budget allocation. This often involves comparing reported metrics with external data sources or employing multi-touch attribution models to verify the accuracy of the claims.