A long read, but worth it.

"The benchmarks that advertising companies use – intended to measure the number of clicks, sales and downloads that occur after an ad is viewed – are fundamentally misleading. None of these benchmarks distinguish between the selection effect (clicks, purchases and downloads that are happening anyway) and the advertising effect (clicks, purchases and downloads that would not have happened without ads)."
#digitalmarketing #marketingandadvertising #onlineadvertising #advertising #digital

https://lnkd.in/gGz-Q6p