Abakus is the first attribution and marketing optimization company to apply collaborative game theory to marketing. Cooperative Game Theory addresses cooperation between players (e.g. marketing channels) in a game. The desired outcome of the game is to create or generate something of value that each player contributes to (e.g. sales). Finally, it allows the attribution of value to players in a fair and accurate way based on the value they generate towards the desired outcome. Our patented approach allows advertisers to see results that are more accurate, faster, and result in higher ROI.