A root cause of this is an overreliance on Multi-touch Attribution (MTA) models, instead of true incrementality experiments: https://www.adweek.com/programmatic

A root cause of this is an overreliance on Multi-touch Attribution (MTA) models, instead of true incrementality experiments: https://www.adweek.com/programmatic/lower-ad-fraud-will-be-achieved-once-increased-incrementality-takes-place/ https://www.adweek.com/programmatic/lower-ad-fraud-will-be-a...