Yes, but have you been able to attribute to mobile in any of these situations? (just kidding, sorta)

These holy grails are all tied together, with the only way of executing them all at the moment is through acquisition across the landscape, then seamless integration and clearing privacy hurdles.

It's obvious google and adobe would like to be the crusader to offer these and they very well may be able to get a few. I worry about the "seamless integration" part needed to make this useful from end to end though.

Secondly, the idea of a "Universal Cookie" is here my friend. The problem has been disparate domains, and the headaches caused by trying to get domains to talk to each other. Not trying to advertise, but we've nailed all three attribution grails by understanding the Cookie.

1)Universal Cookie across all channels you work on (display, email, affiliate, natural search, paid search.

2) As a result of (1), we now have attribution points #1 and #2 above. I would say that an extra (#2.5?) is Real Time/Dynamic attribution based on conditional loading of tags based on reffer. IE - why give the coupon company full $$ if they were last in the chain? Just dynamically pass them a pre-negotiated % and not show them the rest of the detail, or simply don't load their tag.

One other grail.... we've removed IT from the process and all tag-implementation can be managed through a drag/drop dash-board at the marketing level! No hard coding - including capturing campaign level data such as basket value.

Great article - looking forward to more grails below me!