Kevin launched a campaign featuring video ads to build brand awareness with a new target audience. He's planning to use the volume of impressions to demonstrate his marketing impact. Which attribution model should he use?

First-touch attribution is ideal for Kevin's campaign because it credits the very first interaction a user has with an ad. Since his goal is brand awareness with a new target audience, the initial exposure (impressions) is the most critical metric. This model accurately reflects how many people were initially introduced to his brand through the video ads. Last-touch attribution would credit the final interaction before a conversion, which isn't relevant for an awareness goal focused on initial exposure. Split-level attribution is not a standard, recognized attribution model in marketing.