What is cross-channel attribution and what makes it challenging?

• A. It assigns credit across multiple channels; challenges include data silos, differing measurement windows, offline conversions, and inconsistent data quality.
• B. It tracks only the last channel; challenges include halo effects.
• C. It ignores online data; challenges include under-attribution of digital channels.
• D. It attributes equally to all channels; challenges include misinterpretation.

Answer: (A)