AdTech Sucks

Media attribution is a measurement of whether or not a particular campaign had an effect, even if there wasn’t a deterministic link between the ad and the customer conversion. If the customer – having never scrolled down to the ad, or not seen it, or had their kid on the iPad when the ad appeared – then makes a purchase even coincidentally the media attribution model will claim at least part of that sale. The systemic issue occurs because marketers and AdTech companies unreflectively increase surveillance and data collection in the hopes of increasing media attribution.

Source: lockwood.dev