Check out what Adometry and other dedicated attribution providers are doing if you are interested in TV. You need a hefty budget and volume to use them though.

Check out what Adometry and other dedicated attribution providers are doing if you are interested in TV. You need a hefty budget and volume to use them though. Basically it is a combination of art and science with the statistical modeling being more on the art side, and then the science being tagging the ever-loving crap out of everything you can through a single platform to record as many touchpoints as possible. TV is increasingly becoming measurable through things like Hulu, etc. You can also do vanity URLs for direct response TV ads. Dynamic attribution modeling uses machine learning to continually evaluate the effectiveness of touch points, and then changes those weights over time. There are soooo many variables to factor in (decay rate, creative, placement, etc.) and every user has their own unique conversion path where each touch point might have a different level of impact. It is in theory the holy grail of marketing, but totally unique to each company and VERY hard to implement decently. Multi-device tracking has come a long way thanks to lots of data partnerships, but honestly a lot of that feels icky to me. They are effective though. A lot of them rely on cookies and using data brokers and cookie onboarding services to have cookies continually re-added and matched across various devices. So you may not login on my site, but if you logged-in to another site that partners with a data broker (or is Google/FB who do this on their own), they know who you are, and can then map that data to existing audience data records.