Google Attribution: Is Google stepping in because no one else would?

Advertisers — especially PPC junkies — want to pay for the highest-converting, most relevant traffic possible. That’s been the obsession of our corner of the digital world for some years now.

Yet in other corners, key players have been roundly accused of taking a wait-and-see approach when it comes to advertisers paying for the least credible, most fraudulent ad impressions and clicks possible.

The problem isn’t an imaginary one. The industry remains plagued with ad platforms that make threadbare claims to effectiveness.

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