Is the Gap Between Self-Reported Attribution and Software Based Attributiomization Getting Better or Worse?

David Kay: Is this disconnect between self reported attribution and software based attribution getting better or worse? Will the gap widening or is it becoming more narrow in your opinion? I don't believe that it's changing that much in our experience, but my intuition would say as time goes on that it will get wider, not more narrow. Buyers are continuing to shift further and further into this independent buying specifically in dark social channels like communities, word of mouth, social media platforms,. Things like that. And just straight up the limitations of attribution software are unable to capture a lot of those things. David Kay had a great question in the chat as well. We encourage other people to jump on for discussion