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" ... By focusing heavily on last-click marketing when allocating performance budgets, core users are targeted heavily, which is what can lead to user exhaustion. This exhaustion can, in turn, lead to high rates of channel cannibalization where the audience is churned and becomes smaller. Channel cannibalization rates, in my experience, often increase when brands have higher rates of retargeting to returning users, whereas rates tend to decrease when brands have higher rates of acquiring new users. By providing some element of value to bring new users into their consumer pool, brands are not only able to better avoid customer churn but also better able to increase their pool of retargetable users. This can lead to better last-click advertising as well. ... "