You Can’t Handle the Truth About Facebook Ads, New Harvard Study Shows

When you tell people you’ve been tracking them across the internet, they freak out and avoid buying your product, research at the Harvard Business School found.

The 449 paid subjects in the targeting research, who were recruited online, were about 24 percent less likely to be interested in making a purchase or visiting the advertiser if they were in the group that was told they were tracked across websites, researchers said.

— Read on theintercept.com/2018/05/09/facebook-ads-tracking-algorithm/

AdTech-MarTech Convergence

… these approaches are becoming less and less justifiable from an ROI perspective due to the level of machine-learning investment by the big ad tech platforms. We shouldn’t, however, just turn over the keys entirely to platform partners. The strategy evolves to ensuring brands are setting appropriate conversion goals and supplementing the modeling with high-fidelity feedback in the form of their … first-party data and customer segmentation