Ghost Bidding for Causal Advertising Measurement: A Case Study

It’s critical for marketers to know if their campaigns are influencing behavior in response to an ad. But to really know if a campaign actually works, consumer response must be compared with those who hadn’t been exposed to the ad. This new study demonstrates the dramatic power of “ghost bidding” in revealing true campaign effectiveness. A large U.S.-based apparel company ran an extended ad campaign to a targeted audience. The difference? The company used demand-side platform technology to simultaneously expose and exclude identical user groups from viewing the ad. This A/B study used “ghost bidding”—withdrawing bids from the excluded group at the last moment—to plot the true effectiveness of display, video and audio ads, and demonstrated a powerful validation of marketing effectiveness. Marketers are under increasing pressure to justify their ad spend. Ghost-bidding technology is demonstrating a powerful way to accurately measure long-term digital marketing effectiveness. Download this white paper now to learn more how ghost ads provide accurate feedback on what is actually working (or not) in changing consumer behavior, with no additional cost to the advertiser. Martin is the modern media buying and measurement platform for marketers who want to measure the true impact of their marketing. Until now, mid-sized brands and agencies have had to rely on vanity metrics to make media buying decisions–CTR, CPM, CPA, while the hold co's and largest of brands enlist teams of data scientists to measure incrementality - the only true measure of advertising effectiveness. Martin is the only DSP with fully integrated incrementality measurement and optimization at all stages of the marketing funnel, finally helping all marketers answer the question, "Is my media actually having an impact on my business?"