Closing the Attribution Gap

As with all of marketing the key challenge for any advertising medium is that of attribution. However, social media and online shopping are closing this gap. This gap will be closed even further with mobile payments since these will effectively allow mobile advertisers to track a person even in their offline shopping. This is something that Facebook an Google should invest in heavily and perhaps come up with a set of virtual debit and credit cards that can be used all over the world with or without a phone in order to maintain its relevance as their younger crowd ages and becomes economically independent and as mobile payments and mobile broad-band continue to proliferate.