The real advantage of "smart" advertising isn't in better business performance, but of better legibility of the advertisement's performance. The cheap spray-and

The real advantage of "smart" advertising isn't in better business performance, but of better legibility of the advertisement's performance. The cheap spray-and-pray techniques might work, but you don't know how well they work, so you make a guess and bid on it based off the low end of the range. With perfect information about how well an advertising campaign works, you can convince the rest of the org to spend up to 100% of the profit margin of a sale on enough marginal advertising to drive one additional sale. In other words, the end state is measuring ad performance well enough that spending on ad buys wind up cannibalizing all the corporate surplus generated from them.