Any attribution model that spreads credit across several touchpoints on the path to conversion: linear, time-decay, position-based, or algorithmic. Independent MTA vendors flourished in the 2010s and largely collapsed once third-party cookies, iOS tracking limits, and walled-garden data policies removed the user-level path data the models required. What survives is platform-internal DDA and Marketing Mix Modeling.
Used in The Signal
Cite this entry:
Agency Echelon. "Multi-Touch Attribution." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/multi-touch-attribution/