De-duplication is the process of attributing a sale to one online marketing channel on predefined conditions, these conditions will decide which tracking tag is shown at the confirmation of sale page.
This is a 3 part series that discusses attribution methods in the digital marketing landscape. For example attribution is commonly attributed to the last website where the click was originated however newer methods take viewability of the ad and the time spent for the attribution
This is a great discussion by some advertising scientist responsible for designing the rules that matches a user with an advertiser. These algorithems are responsible for attribution, targetting in realtime bidding
Attribution management is the science of calculating the contribution that each marketing touch point experienced by a consumer has on generating a "conversion action" - such as a purchase. Once the true attribution of each touch point is calculated, more intelligent decisions can be made by marketers about investments in the specific channels, campaigns and advertisement attributes that produce the best return on investment.