What is the result of a media buy? In digital, there is an ongoing “war of attribution” amongst digital channels, which are measureable but typically awarded for the ad placed closest to the actual purchase. This is known as last-click attribution. In TV, that “last click” is hard to identify. But with an analysis we call “Closed Loop,” we can know the “last exposure”, its value, and the individual value of every other exposure leading up to the response.