And there may be a number of other incentives for publishing the data, including being a publicly traded company that needs to explain blips on a quarterly repo

And there may be a number of other incentives for publishing the data, including being a publicly traded company that needs to explain blips on a quarterly report. Not to mention there's always a way to spin it: "experimentation with our channel priorities resulted in a temporary decline that validated our channel focus, blah, blah, blah". Likewise, several years ago a few large companies (IIRC, GM was one), announced that they were suspending millions of dollars of ad spend on FB because they weren't certain it was effective. I don't know what the net outcome of that was, but it seems not very different to admit, "we were spending millions, possibly with no results" than it is to admit a reduction in ad spend resulted in revenue losses. Point being, companies talk about this stuff all the time.