John Wanamaker... We now know which 50% of advertising is wasted

Date of publication: November 27, 2017

Author: Jackie Lorch


Famous for the quote "half my advertising is wasted, I just don't know which half”, John Wanamaker would be concerned that over 50% of online ads served are not seen by anyone. Many of the rest are not seen by their intended audience – and some major advertisers are reassessing their digital ad budgets. We explain how brands and marketers can use campaign optimization data and insights to determine who’s really seeing their digital ads, and how those people are reacting to them. And we answer the most commonly-asked questions about this approach.

Jackie Lorch


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