Gordon, Zettelmeyer, Bhargava, and Chapsky "found some evidence that PSA’s as controls would lead an advertiser to draw the incorrect conclusion about the true

Gordon, Zettelmeyer, Bhargava, and Chapsky "found some evidence that PSA’s as controls would lead an advertiser to draw the incorrect conclusion about the true lift of an ad campaign."[1] [1] You can't tell me not to cite! ;)