Which Half of My Advertising is Wasted?Duncan Watts - Principal Research Scientist, Yahoo!
David Reiley - Principal Research Scientist, Yahoo!
Advertisers are fond of John Wanamaker's quote, âHalf the money I spend on advertising is Wasted âI just donât know which half.â How is it that in spite of the incredible scientific and technological boom since Wanamakerâs time his puzzlement remains as relevant today as it was then? And what can advertisers do about it?
In this session, Watts and Reiley, both Yahoo! research scientists, review some of the difficulties of determining advertising effectiveness, and describe some promising recent advances at Yahoo! using online randomized experiments.