I agreed with you up to the "ROI is easily measured there" part Dan. I've never used Improvely so I'm not sure how deep down the cross-channel attribution rabb

I agreed with you up to the "ROI is easily measured there" part Dan. I've never used Improvely so I'm not sure how deep down the cross-channel attribution rabbit hole you get with it, but social, and display in general, are far from being solved problems with regards to measuring ROI. There are of course a few cases where ROI is indeed easily measured. Someone sees a FB ad, clicks it, and converts without any other touch-points in their path to conversion. I think we can all agree FB would get 100% attribution credit in this instance. But the second you throw in any sort of existing brand awareness generated by other channels, or FB's contribution to said awareness for driving conversions in more last-touch inclined channels, it becomes very murky indeed. There's a reason all of the 3rd party dynamic attribution vendors like VisualIQ, Convertro and Adometry have been bought up by the big players. Would love to know your thoughts on solving for this problem though as it is increasingly a large one as the targeting side of the display world continues to eclipse progress of actually measuring the performance of said display efforts at a staggering rate.