And I think that's exactly how adtech works, both internally and externally. Everyone is scamming everyone else with fudged and pretty opaque statistics, but there's enough ROI at the bottom that the whole thing hasn't collapsed yet.
So what you are saying is that all that is needed is for a newcomer to come and do things a little bit better and it will eat everybody's lunch. Just like google did to search engines when they started.
The core innovation that would be needed here is providing such good transparency and attribution that such newcomer could turn around and prove that all their competitors are scamming their customers. Without that, fudging numbers will prevail simply because it can make money without having to do as much work.
