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Cross-Channel Campaigns Drive 10% More Clicks: Microsoft/Roku Study

You’ll recall that earlier this week Google Analytics took away first-click attribution models, which not-coincidentally give less credit than other methods to search ads like Google’s.  Now we have this joint Microsoft-Roku effort that finds that coordinated TV streaming and web ads drive 11% more searches and 10% more clicks.  The methodology is complicated but the results are more realistic.