Digital advertising optimized toward clicks, last-touch attribution, and viewability over the past two decades rather than signals that reflect real business impact, according to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/ad-tech-learned-to-game-itself/53162/).
The dominant signals guiding media optimization have been clicks, last-touch attribution, viewability, and other metrics convenient to track at scale. For smaller advertisers these signals can be sufficient.