Attribution tends to be terrible on display ads. Platforms proudly cookie bomb impressions and if you're not really careful, you end up falsely attributing sale

Attribution tends to be terrible on display ads. Platforms proudly cookie bomb impressions and if you're not really careful, you end up falsely attributing sales. I'd guess most of the big brands doing advertising look at it more from a brand building standpoint than a direct performance standpoint. You certainly can't compare it apples-to-apples against something like search advertising.