Why Last-Click Attribution Fails In Today's Multi-Channel World

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Brad Friedman and Vibhor Kapoor chat about the pitfalls of last-click attribution, and how this leads to botched budget allocations and stagnant growth.

Vibhor Kapoor is the President of AdRoll, a marketing and advertising platform for business-to-consumer brands. Vibhor’s charter at AdRoll includes driving AdRoll's revenue growth and overseeing product, strategy, sales, operations, and marketing.

With almost three decades of industry experience, Vibhor brings business leadership expertise in SaaS and Cloud platforms. Most recently, he was a Senior Director in Adobe’s Digital Media Business, leading marketing and GTM efforts to incubate new categories in experience design and developer platforms. Before joining Adobe, Kapoor was a Vice President of Marketing at Box, leading product marketing, evangelism and demand generation for their API platform. He also spent a decade at Microsoft in leadership roles across marketing and product management and was an early member of the team that built Microsoft’s Azure business. Earlier in his career, Vibhor spent several years at General Electric and Hewlett-Packard in product management, sales and commercial operations. 

Vibhor holds an MBA from Kellogg School of Management, Northwestern University in Illinois and a Bachelor in Technology from Indian Institute of Technology in Varanasi, India.

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