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 will illustrate 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.
If you missed the January 24, 2019, Leadership Lab, where this concept was discussed, you will want to join this webinar, so that you are aware of leading-edge research practices.
Garrett Johnson – Assistant Professor, Questrom School of Business, Boston University