As an example of the complexities in measurement, Panayiotou pointed to Keurig, the company’s brewing system that is in 43 million households and is a business driven by a handful of major retailers. Keurig Dr. Pepper does not own the brand’s sales funnel, but instead relies on retailers like Amazon and Walmart that have powerful retail media operations that can better demonstrate a deterministic relationship between top-of-funnel exposures and bottom-of-funnel sales.“Everyone wants [attribution] to be dete ...