There is a big, big problem in digital advertising.
Building on the groundwork laid in The Multiplier Effect, our report, The Attribution Illusion, exposes the widening gap between what marketers think is working in digital advertising and what is actually happening behind closed doors. While ROAS figures have never looked better on paper, bottom-line growth tells a different story.
We dive into the mechanics of the vanishing signal, the rise of phantom audience segments, and the fallacy of closed-loop attribution. Learn why your metrics are lying to you—and how to realign your strategy to protect your brand and your budget.
The Illusions
suspicious segments
Since the wave of state-by-state online privacy legislation began, the real-world data impact has been massive. Today, a fraction of the audience you think you’re targeting is actually matching the criteria you think it is. Find out how much of your audience you’re missing and what tools you can leverage to ensure better financial outcomes.
vanishing signal
With the death of one-to-one audience matches, everything from digital to physical attribution models have become a bloated patchwork of guesswork. Understand what alternatives exist to get a clearer picture of true effectiveness in the financial objectives that matter for your brand.
phantom privacy
Whether you’re using PII for targeting or increasingly small and inaccurate geo-location data, these practices are putting marketers and brand at risk of breaking the state-by-state regulations that are meant to protect customers from the marriage of online behavior analysis coupled with the ability to target ads to them.
“We must all obey the great law of change. It is the most powerful law of nature.”
– Edmund Burke
Get in Touch
If you’re interested in learning more about how your ad dollars are being blown on guesstimate audiences and outcomes, request access to the Attribution Illusion now.