Do not read this post

A recent eMarketer report centered around the use of second screens when consuming media. I like to think that more brand engagement across more touchpoints will have a positive outcome for brands. But for advertisers and agencies, what technologies have arisen to settle the attribution question? Specifically as brands adopt multiple agencies to place their print and digital advertisements, can you really ever reconcile the two? If so, is digital advertising really any less opaque than legacy print or television media in which there was no real way to see who exactly saw your advertisement, when, and what specific conversation that ad led to. With eCommerce being like 6 percent of global retail sales, does digital even have the ROI that agencies and digital evangelists say it does? Or are the numbers grossly inflated while agencies attempt to remain relevant in an environment that automates their job and makes them increasingly irrelevant.