There are media productivity companies, like MarketShare that cost a boat load but accurately track every possible interaction with an ad and brand to see what

There are media productivity companies, like MarketShare that cost a boat load but accurately track every possible interaction with an ad and brand to see what actually works. If you use a company like this and a DMP (data management platform) you can track ads and measure on a scale this article doesn't seem to even know exists... It might cost you a few million to close the feedback loop accurately but there are companies that can correlate an unclicked banner impression to an in store offline purchase...