by Laurie Sullivan, Monday, October 26, 2009, 5:23 PM

Say bye-bye to the last click as the de facto measurement tool. Tools are being developed that Forrester Research analysts believe will have an impact on the way that advertising allocates ad budgets across media channels, from online to offline.

Forrester Research recently published a report titled “The Forrester Wave: Interactive Attribution, Q4 2009,” focusing on what Analyst Emily Riley calls “the bleeding edge of an industry change.”

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