Jeff argues that Google search escaped scrutiny because its dashboards looked good. Last-click credit and incremental impact answer different questions, and brand search shows the gap. Buyers should test what changes without the spend, and search must prove it earns its budget.
Jeff says Apple's latest crackdown on fingerprinting and identity-stitching continues a decade-long push away from user-level tracking. He argues that advertisers still relying on stitched user paths are exposed and should move to aggregated, incremental measurement.