> "will I get ROI on this or am I just making more work for myself"?

Or more often I see a brand spend money on a brand lift study when that $50k would've been better spends on more advertising.

I work in a trading desk and use a dmp daily. I definitely don't trust it 100% but there isn't really a need to. As long as I set up ~7 strategies (some of which use data from the dmp) I only care which strategy is the best, regardless of how accurate the data is. Of course more accurate is better, but that isn't something I have control over.

Sounds like we've had some similar jobs over the years!