Cannibalization of attribution refers to the phenomenon in which one marketing channel or campaign takes credit for the success of another, resulting in a distorted understanding of the true impact of each individual effort. This can occur when multiple channels are used to reach the same audience, causing confusion and overlap in the data used to measure their effectiveness. As a result, the true contribution of each channel may be underestimated, leading to misinformed decisions and potentially hindering overall marketing performance. To combat cannibalization of attribution, it is important to carefully analyze and properly attribute the success of each marketing effort to accurately assess their individual value and optimize future strategies.