Jumping out from this great post by Adam Markey on Business Insider is the following quote (bold emphasis mine):

“Remember that actual person we’re trying to reach with the right message on the right device? Marketing shouldn’t be about dropping the last cookie in the cheapest way on their desktop browser just before they convert.  We as an ad tech community have been caught up in this game for too long. It’s time to move on!”

In the fight to claim credit for the last click, we must not lose sight of the person, the human and what they care about.  It is indeed time to move on.