Great, but like most case studies this glosses over the technical details that industry folks like myself care about. Things like: - If ads influenced only 13

Great, but like most case studies this glosses over the technical details that industry folks like myself care about. Things like: - If ads influenced only 13% of in-store purchases, were they able to determine if they were actually profitable from an ROAS standpoint? - How did they determine attribution weighting and what model did they use? Static? Dynamic? This data tells me "we hit the right people and serving multiple touch points across devices seems to show an increased likelihood of converting" but we still are left blind as to how they leveraged that data to determine the incremental value of the display dollars. Ie. what is a viewthrough worth? What is an impression worth? Ultimately those are the questions that matter. - How accurate is the data? Cross-device tracking and especially in-store tracking are far from super accurate at this point. They often rely on cookie onboarding brokers and such to map CRM data to cookie IDs in the DSP, and there are definitely gaps there. Cross-channel attribution is incredibly cool and Atlas is doing some very interesting things there to try to prove the value of display. This barely scratches the tip of the iceberg though.