[Supermancho]

While people relying on a 3rd party platform are under the whims and methodologies that an opaque 3rd party platform may provide, in first party AdServing (which I am involved with), the algorithm is not tailored to "your" metric. Data driven analysis is done by all major online retailers. It's quite effective and part of the reason that features and products seem to disappear, more often than supply chain disruption would indicate or the common perception might belie.

While I'm sure some companies have some "reliable" 3rd party + 1st party metrics that affect their bottom line, they don't need more until the trends start to invert, and then they just don't have the data for marginal short-term experiments. This causes these companies to make sweeping changes that a 3rd party will not help tool around...leaving the company to decide the changes either 1) help climb returns (overall), 2) hurt returns, 3) most commonly, show nothing at all. It's flailing in the dark, hoping for an external force to turn things around. The company that is still relying on someone else's platform are dinosaurs and small players. Sometimes they are able to climb out of it due to externalities or developing their own platform.