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The Post-ATT World
Greymatter
The Importance of Probabilistic Attribution in Small and Medium-Sized Merchants
There is a big grudging acceptance now, at least amongst the brands that we speak to that there's no one source of truth anymore. The bigger problem has become you cannot scale a given channel as quickly anymore. I don't know a single merchant who does not triangulate like Matt was saying between their GA, third-party attribution tool and in-platform data.
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