In this chapter, five basic categories of the digital communications mix are reviewed. The categories are derived from the important distinction between push and pull marketing, and from whether the communication asset is owned, paid or earned. In general, the communication dynamics between senders and receivers have shifted over the past 120 years in such a way as to favor the receiver and therefore to favor pull communication over push. Firm–consumer communication is no exception to the trend. In light of such changes, and the high level of complexity overall in the communications environment, multi-armed bandit and genetic algorithm approaches to attribution are reviewed. Finally, some potentially interesting research questions are posed.