Just wait until cross-channel attribution (particularly dynamic attribution vs. fixed model which is more commonly available) really takes off. CPA-based buys are going to come under a LOT more scrutiny when Joe Advertiser suddenly realizes that his retargeting campaign didn't actually add a ton of value to the path for the vast majority of his conversions, especially if he's giving <gasp> 100% credit to view-throughs.
That's awesome that PerfectAudience does that, and more and more DSPs are definitely waking up to that as well which is great.
What do you do to help inform what the settings should be? Unless an advertiser has a solution like VisualIQ, Convertro, Adometry, etc. (and they've all been bought up so who knows what will happen to them), or GA Premium, they likely don't have a dynamic attribution solution in place to help inform them as to what those values should be and how they are shifting over time (because in reality those weights are anything but static).
I really wish DSPs did more in the way of thought leadership on how to properly value view-throughs and other ways of measuring contribution as view-throughs are the majority of what they drive, and that metric is coming under increasing scrutiny (as it should).
