“if i take one example of a mid-size app like like you say we did build this in-house took us 18 months to get to first active actionable results i'd rather see in 2d with one eye than being completely blind like it's a no-brainer”

Building a Media Mix Model Took 18 Months — Still Better Than Being Completely Blind

Thomas Petit's team spent 18 months building an in-house media mix model before getting the first actionable results. The lesson is not that it is too hard — it is that the results are worth it even if imperfect. The new reality is blurrier than pre-ATT deterministic attribution, but blurry signal beats no signal. His heuristic: triangulate with both an in-house MMM and a paid incrementality provider to increase confidence when models converge.