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The End of ‘Good Enough’ Data: Advertising’s Shift Toward Defensible Performance

The advertising industry is moving away from a "good enough" data mindset toward defensible performance, where outcomes must be explainable and resilient. Accountability now begins with identity verification, not downstream reporting, as identity decay and fraudulent signals erode model reliability. Mature firms are treating suppression and disqualification as performance levers, integrating identity governance into their core infrastructure. Early adopters will be able to justify spend and sustain growth despite shifting market conditions.