It is clear that new age consumers’ buying journeys are blended and multi-channel. They switch quickly and continuously between online and offline realms and taking into account both behaviors, patterns, and journeys are crucial not just in contextual and personalized advertising but also in marketing measurement. The answer lies in Online to Offline Attribution. This playbook outlines a joint study by Lifesight and GroupM providing a snapshot of everything that brands need to know about this reinvention of attribution models to thrive in the omnichannel marketing ecosystem.