In yet another insightful presentation from IPONWEB's Boris Mouzykantskii, he pulls back the veil on ad tech, beginning with the evolution of the market, then moving on to a 'how-to' on customising technology for advertisers, addressing re-targeting and re-attribution challenges — with a huge one being correlation does not equal causation. In order to remove bias from studies on conversion rates, it takes a data scientist to unpick these differences and it can be a complicated problem to explain to advertisers. Accurate attribution can be difficult, however custom re-targeting solutions can show better results. The goal here of course being reduced media cost with improved ROI.