Generating hybrid data from aggregated data for use in training multi-touch attribution models

Abstract

The systems and methods can include generating hybrid interaction data. Generating the hybrid interaction data can include accessing a datastore including a one or more identifiers and one or more features associated with impression data. The method includes generating a number of cohort data structures by assigning impressions and pseud-impressions to respective identifiers within the cohorts of data. The impressions include confirmed impressions and pseudo-impressions include aggregated impression data assigned to respective identifiers of each respective cohort. The method includes processing by a machine-learned attribution model deployed by the computing system, the hybrid interaction data to determine an attribution value for the channels.

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