In this ANA article, Becausal CEO Avi Chai Outmezguine argues that the advertising industry no longer needs to rely on modeled assumptions, as deterministic, transaction-level data is now available at scale. He makes the case that continuing to “guess” with probabilistic models is a choice—not a necessity—urging a shift toward measurement grounded in real-world outcomes and causation.

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Read the full article on ANA: https://www.ana.net/miccontent/show/id/ii-2026-04-data-modeling#:~:text=By%20Avi%2