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The scary part is that we can only tune out ads so much. The subconscious absorbs them, and marketers totally know this.

That's the interesting part. Individually, people declare their aversion/immunity to advertising. As a whole, marketers measure the lift and attribute revenue to efforts across a segment with high statistical confidence.

Either there are enough highly susceptible people to offset the ad-immune crowd, or marketing works in much more sophisticated ways than we realize.

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