In the direct to consumer era, “last-click attribution” has overshadowed all marketing reason, it’s become the priority for data-driven marketers. With spend shifting to the bottom of the funnel: Facebook, Google, and now Amazon (FGA) are able to draft off of the contributions of top-funnel marketing channels. In turn, FGA is able to charge premiums for the tangible data that they can provide retailers. As a result, many brands miss the opportunity to reach customers more efficiently. Retail is overwhelmingly ignoring the middle of the funnel.