“Half my advertising spend is wasted; the trouble is, I don’t know which half.” This quote is regularly attributed to either U.S. retail magnate John Wanamaker or to UK industrialist Lord Leverhulme, depending on which side of the Atlantic you were trained. The quote has become a cliché for the uncertainty about the effectiveness (or ineffectiveness) of advertising.
The idea was CP/m. Cost Per m or million or thousand exposures of an ad. But many are not in the market for the sellers product and the ad was wasted.
What if the ad only reached those searching for what the seller was selling and the advertiser knew that because the buyer was typing in New Cars in the Google Search window as what that buyer was looking for?
An ad for New Cars would show up, not for refridgerators.
The money wasted on advertising to uninterested parties is peared away. Unless Privacy Choices make it hard to find out what someone was googling for …
Meta and other social-media companies including Snap Inc. also suffered from Apple Inc.’s 2021 decision to require apps on its devices to ask users if they wanted to be tracked. The majority of iPhone users opted not to be, hitting the heart of Meta’s business: its ability to target ads at users with precision and prove to marketers that the ads generate sales. https://www.wsj.com/articles/google-and-metas-advertising-dominance-fades-as-tiktok-netflix-emerge-11672711107
Dynastic Successions Book 