I spent six years in ad tech. I definitely realize that the industry has proven outcomes. My point is that these outcomes are not about what is called "increm

I spent six years in ad tech. I definitely realize that the industry has proven outcomes. My point is that these outcomes are not about what is called "incrementality" in the field, but about attributed clicks/sales (which could very well be a zero-sum game). And so, if you google-scholar (not google) for "online advertising incrementality", you are left with (granted, excellent) work that shows that nothing has been proven yet and that it is a very hard problem [1]. And when customers of Google, Facebook and other ad tech companies ask them about incrementality, their answer is surprisingly quiet. [1] https://dl.acm.org/doi/abs/10.1145/3447548.3470819 https://dl.acm.org/doi/abs/10.1145/3447548.3470819 PS: I don't make any hyped claim that ads don't work. I question this fact in a constructive way.