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Thanks for the sharing the insights @Abhilash Thulaseedharan. I have heard variants of point 2 in most of our conversations with ad tech tools as well. From your and others’ here standpoint though, what would the business impact to you be if these tools did allow for longer data retention (leading to longer time periods to analyse)?

Campaign effectiveness is directly proportional to your targeted user’s data. Therefore, the more(older) information you have of a lead, you can do a better segmentation of your target audience and hence a better ROI for such campaigns. And logically, the traits of the lead are changing every day, and the more data you have, a better 360-degree view of that lead you have, and you can target him effectively. Imagine you have to pay unreasonably high money to ensure that your most loyal customers are not treated as fresh leads. You would want to remember the health package they took six months back or the products they bought from you last Christmas/Diwali/BBD Sales.