Pura States There’s No ‘Silver Bullet’ to Shifting Measurement Challenges 

The erosion of identity over the past couple of years—spurred by Apple’s move to allow iPhone users to opt out of having their internet usage tracked—brought with it a whole host of challenges, said Alex Boras, president of advertising platform Blis.

“We are accessible all the time,” Boras said. “We always have a screen, whether it’s in your hand, in your pocket, audio in your ear, or in front of you on the street. We’re really operating in a full omnichannel world, but with fewer and fewer signals available, it’s hard to understand what drove that actual purchase of that coffee, or that breakfast sandwich.”

Blis sponsored “Measurement Matters: Understanding Advertising Effectiveness in Today’s Fragmented Landscape,” a panel during ADWEEK’s Mediaweek event in New York last week.

But there’s no easy fix to figuring out attribution.