Wyatt recently ran a campaign using multiple video ads ahead of a holiday. They want to understand the impact of having multiple touchpoints on their sales. Which third-party measurement solution will best help them meet this goal?

Multi-touch attribution (MTA) is the best solution because it analyzes the impact of each customer touchpoint across the entire conversion path, allowing Wyatt to understand how multiple video ads contributed to sales. Marketing Mix Models (MMM) are too high-level; they analyze overall marketing spend effectiveness but don't provide granular insights into individual ad touchpoints. Amazon Brand Lift measures changes in brand perception (e.g., awareness, favorability) due to ad exposure, not direct sales attribution from multiple touchpoints.