Will multi-touch attribution still be relevant in 2026 and beyond?

Lately, I’ve been wondering if MTA can actually keep up with how fast marketing is changing. Between privacy rules, cross-device tracking issues, AI-driven automation, and the growing gaps in reliable user data, it feels like the old models might be losing their edge. Are we just patching up a broken system or can MTA evolve into something smarter that actually reflects real customer journeys? Curious how others see this playing out over the next year.