Learn how to overcome a thorny research challenge: To measure the effect of advertising, marketers must know how consumers would behave had they not seen the ads, but to date, it has been too difficult and costly to conduct a true RCT (Randomized Controlled Trials) in online advertising.
This webinar illustrated why:
- There is growing interest in using ghost ads, a parallel accounting system or database that records ads that would have been shown to a user in a control group, to test online ads.
- Ghost ads can offer the best of both PSAs and Intent-to-Treat (A/B) methods by allowing for scientifically rigorous RCT at large scale with very little cost.
- Many advertisers and platforms, including AdRoll, dataxu, Google, Netflix, Walmart.advertisers are already using Ghost ads at scale.
- Some believe that ghost ads are the future of advertising because of the scientific methods that show true ROI from advertising.
Garrett Johnson – Assistant Professor, Questrom School of Business, Boston University