What are the differences in conversion attribution models between Bing Ads and AppNexus?

Conversion attribution models are used in digital advertising to determine how much credit each ad interaction should receive for a conversion. Both Bing Ads and AppNexus offer conversion attribution modeling, but there are some differences in the specific models they offer.

Bing Ads offers the following conversion attribution models:

1. Last click: This model gives all credit for the conversion to the last ad clicked before the conversion.
2. Last touch: This model gives all credit for the conversion to the last ad touched before the conversion, regardless of whether it was clicked or viewed.
3. Linear: This model distributes credit for the conversion equally among all ad interactions that occurred during the conversion path.
4. Time decay: This model gives more credit to ad interactions that occurred closer in time to the conversion.
5. Position-based: This model gives more credit to the first and last ad interactions in the conversion path, with the remaining credit distributed evenly among the ad interactions in between.

AppNexus offers the following conversion attribution models:

1. Last click: This model gives all credit for the conversion to the last ad clicked before the conversion.
2. Linear: This model distributes credit for the conversion equally among all ad interactions that occurred during the conversion path.
3. Time decay: This model gives more credit to ad interactions that occurred closer in time to the conversion.
4. U-shaped: This model gives more credit to the first and last ad interactions in the conversion path, with the remaining credit distributed evenly among the ad interactions in between.
5. Custom: This model allows you to create your own custom attribution model based on your specific business needs.

As you can see, both Bing Ads and AppNexus offer last click, linear, and time decay attribution models. However, Bing Ads offers a position-based model, while AppNexus offers a U-shaped model and a custom model. The choice of attribution model will depend on your specific business goals and conversion path behavior.