Ghost Bidding for Causal Advertising Measurement

August 10, 2022

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.

Spotlight

Grey London

Grey London is a creative company on a mission to make a different shape of work, partnering with the world’s most ambitious brands to play a meaningful role in culture. This means creating more than just adverts. Sometimes, the best advertising doesn’t look, walk or talk like advertising at all. It could be a product (Volvo LifePaint), a building (the Lucozade Sport Conditions Zone), an event (The BHF’s Angina Monologues), an app (McVitie’s iKitten), a global movement (WildAid’s Year of the Elephant), a font (Ryman Eco) or a #1 single (Lucozade ‘Louder’). Our culture makes this kind of work possible. We call it Open. Open isn’t about one way of doing things; it’s about doing things in the way that works best for each client. No hierarchy, ego, or that old-school advertising ball and chain, sign off. Because we believe that none of us are as smart as all of us.

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Ghost Bidding for Causal Advertising Measurement