[etempleton]

My guess is they have to wait to measure the downstream impact of their marketing. And marketing attribution is notoriously fuzzy. If a tv ad runs on may 1 what is the attribution window to someone buying a Hershey bar? How do you know they saw the ad? And that the ad influenced their purchase behavior? The answer is you really don’t do you come up with some kind of formula based a few assumptions.

Ultimately I am highly skeptical. Ad tech is almost always a repackaging of the same product with a new name. They may be using AI to help analyze the data, but I doubt it really has any kind of sizable impact.