As someone whose clients are the companies you listed and a lead on data and insights, I disagree with a part of this. While it is true that many agencies plan

As someone whose clients are the companies you listed and a lead on data and insights, I disagree with a part of this. While it is true that many agencies plan based off share-of-voice, this is simply done because of laziness, and more prevalent, the lack of clear data that matters (we have X dollars, we can reach X number of people, post-campaign, we reached X people, campaign was a success!). Clicks don't matter, I agree, but conversions do. Specifically sales. That is what is paying for the advertising. As ad-tech advances, planning for sales will replace planning for reach. Think of an upside down triangle where digital and audience targeting fill the smallest part. This will be the first place where ad investment will go because you are able to see the direct results on sales. After you saturate this bucket, you can start filling things like lookalikes, contextual, behavioral, to TV and OOH at the top.