Out of curiosity, what made you choose ES over Algolia?
216 karma · joined May 30, 2019
1. Incrementality is extremely hard to measure due to noise and biases, in particular when trying to account for the multiple agents in the game. Attributed sales are easy to measure. For global, incremental sales, it is much harder.
2. Because of 1, this research needs large amounts of data, which only large ad tech companies have access to.
3. Because the topic is so hard to pin down and so sensitive business-wise, no private ad-tech company would publish ground-breaking material on the topic.