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Looking through a binoculars filter, a woman reads the newspaper with a cup of coffee

Scout: Multi-Touch Attribution, Midterm Madness, and More in This Week’s Digest of Top Digital Marketing Content

Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don’t have to. Here’s what to read from the week of 7/15/22 – 7/21/22 to stay ahead of the curve: 

More Marketers Are Adopting Multi-Touch Attribution, But There’s Still Some Frustration [:05] 

In a market that keeps getting shaken up by current events—think Netflix’s entrance into advertising or the crises unfolding in social media—multi-touch attribution may offer marketers a quicker way to assess and optimize campaign performance. That is, if their data’s in order… 

Three Things to Know About Midterm Advertising in 2022 [:06] 

Speaking of things getting shaken up by current events: the 2022 election cycle will be different than any before. To help political marketers keep their wits about them this election cycle, political advertising expert Jackie Etter-Krause breaks down three key trends. 

Can a National Nonprofit News “Utility”—Funded by Taxing Big Tech—Help Save Local News? [:06] 

In the past decade, newspaper ad revenue has dropped by an astonishing 50% as advertisers shifted their dollars to the internet. This Q&A explores some of the novel proposals aimed at propping up the news industry—including a “journalism tax” on digital ads. 

WTF is MER? [:04] 

Is it just us, or have increasing media complexity and data privacy changes from Apple and Google made it harder than ever to understand the consumer journey? MER, or Marketing Efficiency Ratio, may help marketers capture a more holistic picture of how effectively they’re allocating campaign dollars. 

DOOH: Advertising’s Big Opportunity? [:04] 

After a bit of a false start before COVID-19 hit, DOOH is back, with ad spend expected to rise 34% over the next year. Here, a panel of industry experts weighs in with thoughts on the channel’s benefits and challenges, plus predictions as to how it will develop. 

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