Abakus: SAP Buys Attribution Software Company Abakus

AdExchanger |Another independent attribution solution is off the market. SAP said Wednesday that it had purchased Abakus, a move that puts it further into the paid media arena. Terms were not disclosed. Abakus' attribution system is unique since it applies game theory to forecast scenarios that influence media buying and optimization. It also uses split-funnel attribution... Continue reading »The post SAP Buys Attribution Software Company Abakus appeared first on AdExchanger.