Noah Wickham

So first and foremost, let's talk about what is attribution.

So attribution in advertising is essentially the principle of when somebody clicks on ad, their sale or that click is attributed to X ad on whatever platform you're on.

For Amazon, you specifically are going to have three different types of ads at any given time.

You're going to have your sponsored product ads, you are going to have your sponsored brand ads, and then you are going to have your display video and audio ads.

We could add another layer in here and say DSP as well, but for the premise of this, we're just going to stick with those three different ad types.

For first touch attribution, it means that you are going to judge it based on whatever ad

or whatever channel that that person clicked on the very first time, because you are assuming that in that case, that was the one that actually interested them the most.

And so you judge it based on the first touch.

Doesn't matter how many different ads they click in between that first touch and purchasing.

You always judge it on that first one.

second version of attribution is last touch attribution, which means that they can click 10 different ads, but it doesn't matter.

The only one that actually matters is the very last ad that they had clicked on.

So that would be last touch.

They can click on as many different ads as many different products as possible, but whatever that very last one is, is the one that actually matters because it's the one that got them to convert.

for amazon advertising they judge all of their different ad types based off of last touch that means that essentially it doesn't matter if somebody clicks on a dsp ad and then they click on a sponsor brand ad and they click on a sponsor product ad amazon is only going to judge it based on the very last ad that was clicked for any purchases made on a product so

When we're thinking about this as well, we have to understand essentially what is attribution and in general, when it comes to advertising.

And the actual idea here is that there is usually something considered an attribution window.

So an attribution window is basically a timeframe for which a ad can be clicked.

And then Amazon, if any purchase happens of that product from that customer, it's going to judge that order specifically towards your ad.

So for sponsored products, for instance,