Social’s ad-spend lead may be a measurement artifact, not merit
Hold your horses. Social nets 27.7% of US ad spend on just 12.5% of media time, while CTV gets 18% despite 38.5% of time spent. The gap reflects attribution confidence, not incremental impact, the piece argues.
Why it matters. Buyers who keep trusting platform-reported ROAS over incrementality testing will keep misallocating budget away from underrepresented channels like CTV.
Signal from adexchanger.com · AdExchanger Content Studio · read the original.
All gas. No brake. Free.
What’s happening, why it matters, who reported it, who followed, and how the story develops. Free with a reader account. Unsubscribe any time.
Continue free →