3 ms·
Big players aren't "spraying and praying" by and large. This is a common misconception. They often have spend large enough to do properly controlled (long term/
by shostack 4y ago
Big players aren't "spraying and praying" by and large. This is a common misconception. They often have spend large enough to do properly controlled (long term/geo hold outs, etc) statistical experiments to determine incremental lift with MMM and such.
Is there some waste? Sure. But certainly no worse (and likely better) than small businesses who don't have the volume who are paying for clicks without proper incrementality based measurement.
- todd3834 4y agoGood point! I’ll refine my statement and simply suggest that those with smaller margins are unable to afford to do this same thing.
- disgruntledphd2 4y agoAnd specifically, they could afford to start advertising, safe in the knowledge that they'd make the most of their tiny budget. It's pretty sad what has happened to lots of niche businesses since the ATT change.