After removing the conversion tracking technology from its advertisers in April, Facebook – now Meta – has finally discontinued the beta program for its data driven attribution (DDA) initiative. There is already a replacement technology underway, but we could not help but notice that there is seemingly now a huge rift between the ad tech capabilities of Facebook and its largest competitor in the user-data field. It is curious that just as Facebook ditched this measurement method, Google has jumped straight on it. In September, Google announced that it would move away from ‘last-click’ attribution to a DDA model. Much like Facebook’s DDA, this hopes to analyze the marketing moments that lead up to a conversion, hoping to identify patterns…