In the summer of 2019, Facebook published a case study showing that when combine with Out of Home advertising (things like billboards) that Facebook and Instagram ads were 13% more effective.
A couple of months later, LiveIntent published a case study showing that social media marketers spending more than $100,000/mo were concerned about rising ad costs and declining performance.
It seemed too obvious. Solve the latter with the former. Except there was one problem - no plug and play way to do it.