I’ve spent ~5 years in ad-tech, and I’m well aware that it is not irrefutably solved. But I would attribute that to measurement limitations, than actual conceptual problems. I’ve seen the impact ads can have for SMBs and MNCs alike across verticals.
Proving specific incrementality is rarely a concern from actual customers, unless they wanted to tighten their purse strings. Nobody questioned if actual incremental gains could be made - only whether there are diminishing returns for their increased spend.
Proving specific incrementality is rarely a concern from actual customers, unless they wanted to tighten their purse strings. Nobody questioned if actual incremental gains could be made - only whether there are diminishing returns for their increased spend.