In the context of display advertising, attribution refers to the process of assigning credit to various touchpoints or channels in the customer journey that may have influenced a conversion or other desired outcome. This can help businesses understand which parts of their advertising campaign are most effective at driving results, and can inform their future strategy and tactics. Attribution can be done using various methods, such as last-click attribution, which gives credit to the last touchpoint before a conversion, or multi-touch attribution, which assigns credit to multiple touchpoints based on their relative contribution to the outcome.