• Uncovering True Lift: Moving beyond self-reported DSP/Meta/Google dashboards using MMM, geo-experiments, and incrementality testing
• Improving Campaign Quality: Treating attention and engagement as diagnostic signals to enhance creative effectiveness
• Quantifying Real Business Value: Applying frameworks to measure impression quality, context, and relevance versus chasing the cheapest CPM
• Adapting to a Changing Landscape: Leveraging AI, privacy regulations, and data clean rooms to reshape attribution models

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