"Last-click attribution was old school even before AI search came around. It's "an antiquated model," according to Camilla Cho, SVP and head of commerce and affiliate at Vox Media, which is planning to adopt a new publisher-focused generative AI offering from affiliate automation platform Partnerize that tracks what content is performing best in AI search. The tool, released earlier this week, is an expansion of VantagePoint, a generative AI attribution tool Partnerize released last year for buyers."
"The data is then fed into an algorithm that assesses how effective a given piece of content is at driving purchases and determines its "relative weight" by analyzing signals such as product category and a consumer's path through different webpages. It then maps those signals across hundreds of citations that inform an LLM's response to see which content contributed most to conversions."
Last-click attribution is becoming obsolete as AI search and zero-click web interactions reduce reliance on clicks as the unit of truth. Partnerize expanded VantagePoint with a publisher-focused generative AI offering to help publishers understand how content surfaces in AI search and to support fair compensation. The tool ingests first-party and third-party data, feeds signals into an algorithm that evaluates content effectiveness by product category and consumer paths, and assigns a "relative weight" to each piece. The algorithm maps signals across hundreds of citations that inform LLM responses and traces user action sequences to identify influential content.
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