I think modern incrementality studies give solid proof of the value of an ad on the basis of a good model of how the world works. Of course, models can be wrong - it could turn out that solipsism is true, physics is false, and the world outside of your own mind is a figment of your imagination!
That the world is complex and models are inherently wrong does not mean that nothing of value to businesses was lost with ATT.
no, there's a belief of value (and fomo), but not concrete proof. there's little correlation between the price of an ad and the value of attribution beyond the value of the ad itself.
Incrementality studies provide concrete proof of how your ad impacts behavior. How you value that behavior change is up to the business and reflected in the price they are willing to pay.
I think modern incrementality studies give solid proof of the value of an ad on the basis of a good model of how the world works. Of course, models can be wrong - it could turn out that solipsism is true, physics is false, and the world outside of your own mind is a figment of your imagination!
That the world is complex and models are inherently wrong does not mean that nothing of value to businesses was lost with ATT.