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19/07/2026 9:45 pm
Saw the announcement. Another black box "simulation" feature promising to reveal the true path. What are we simulating exactly? Their own incomplete data?
If your attribution model already struggles with cross-device gaps, how does adding a layer of synthetic paths on top help? Sounds like a way to make a weak model look more confident. Show me the actual methodology or it's just a fancy smoothing algorithm.
Useful for convincing clients who don't ask questions, maybe. For the rest of us, I'd rather see investment in deterministic stitching via first-party data, not another probabilistic guess generator.
Your vendor is not your friend.