I was all geared up to play devil's advocate here, but any response I could formulate seemed to distill down to data being extremely powerful, and so undermined

I was all geared up to play devil's advocate here, but any response I could formulate seemed to distill down to data being extremely powerful, and so undermined the thesis. Still though, if Facebook has solved the "50% of my ad spend works, I just don't know which 50%" issue for companies like Mercedes Benz and Coca Cola then that would be mighty impressive.