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This document presents a study on the limitations of last-touch attribution in digital advertising, particularly at Dropbox, where blackout experiments were conducted to assess the true causal impact of marketing channels. The findings revealed that mobile advertising had significantly lower incrementality than previously indicated, leading to a reallocation of marketing spend that improved profitability metrics. The study advocates for a shift towards causal measurement frameworks to enhance decision-makin

Author

Diogo Melo

Language

EN