The increasingly complex digital media environment has made understanding the success of even trackable campaigns difficult for marketers. As a result, B2C marketers often rely on single points of attribution to determine the success of siloed campaign channels. In order to navigate the complexity of today's digital media environment, marketers must embrace multitouch attribution (MTA). MTA data not only helps marketers better understand the value of their audiences and channels, but can also drive smarter auto-optimization with demand-side platforms (DSPs) and bid management platforms. This report highlights how marketers can unlock the power of their MTA data with programmatic buying.