Ad buyers can now measure campaign success without running expensive tests

A new method lets advertisers predict how well a campaign will work without running a full experiment. This means they can measure ad effectiveness for many more campaigns, not just a few expensive ones.

For years, the only reliable way to know if an ad campaign actually worked was to run a costly, time-consuming experiment. This meant most campaigns went unmeasured, or relied on less accurate methods. This new approach allows advertisers to apply the lessons from a few experiments to many more campaigns, making ad spending more accountable across the board.