# 以下为纯文本简介，不带文件格式；详细内容请下载文档查看；
GETTING SMART
ABOUT AD WASTE
ALWAYS-ON ATTRIBUTION
ELIMINATES UP TO 94% OF
MEDIA WASTE
GETTING SMART ABOUT AD WASTE
REPORT
Do you know what percentage of your
media is wasted? Do you want to know?
And would you like to reduce that waste?
For marketers, agencies and even CFOs, the answer to the ?rst question is very likely “No.”
The answer to the next two questions should, of course, be an emphatic “Yes.”
A new study undertaken by InMarket, in cooperation with the CMO Council, provides
real insights into the answers to these questions. It uncovers massive disparities in ad
waste and optimization opportunities among advertisers in similar consumer categories.
And it shows that rigorous, always-on use of attribution is a major factor in optimizing
campaigns to gain signi?cantly higher lift in incremental
InMarket found its highest
visits and sales from media spend.
performing brands, which
utilize real-time, in-?ight
optimization, drove
positive incremental results
for 94% of their media.
In fact, some advertisers in this study wasted more than
75 percent of their marketing on impressions that failed
to generate incremental outcomes, while others kept that
waste well below。。。以下略