Mint Measure's approach as the 'attribution alternative' focuses on deterministic analysis to inform campaign optimizations instead of probabilistic or algorithmic attribution. Advertisers want better analytics than what's available from adservers, but multi-touch attribution and media mix models are expensive and rarely justify the cost. What's the real value and contribution of every ad buy? Mint's proprietary metrics, including Exclusive Unique Reach and uCPM, reveal each vendor's contribution and inform budget allocations.