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Advertisers have many tools to measure "ghost ads" aka "people who haven't seen an ad but would otherwise have qualified for all your target criteria". See http
by MichaelBurjack 7y ago
Advertisers have many tools to measure "ghost ads" aka "people who haven't seen an ad but would otherwise have qualified for all your target criteria". See https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2620078 https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2620078 as an example.
- viraptor 7y agoThat's of course possible to measure in theory. I meant it as a response to "Facebook, Google and others make these tests possible in their platforms" since I haven't seen it exposed as an explicit option on either.
- jefftk 7y agoYou can run this yourself without any help from them: show one group ads for your site, and show another group white rectangles. Compare performance.
- MichaelBurjack 7y agoThen you haven't been talking to the right ad sales teams. Google and Facebook have entire product options built around this specific concept. You can run a "ghost ads" test on Google for as little as $20k in ad spend; it's relatively accessible even for smaller players.
- jsonne 7y agoFor Facebook, Reach ads have a brand lift objective that will estimate for you. If you spend large amounts they have a measurement team that will run the actual study for you. Source: I'm running one right now for a CPG brand.