What claim are you referring to?

Maybe the ROI numbers you qoute in reply to a long explanation about ad-spend ROI numbers being as reliable as a noth korean non-proliferatin pledges?

Also: please disclose your specific conflict of interest, presumably you have some since you appear to work in the field.

My ROI numbers there are all examples to demonstrate my point, they’re not actual values supposed to reflect any sort of reality.

As to conflict of interest, I did mention we work with a lot of advertisers but certainly not a conflict of interest, simply sharing the thought process of advertisers today. When we run incrementality tests, sometimes it shows that the campaign is not performing and then we stop the campaign.

So my comment above is not intended to mean “spend on marketing”, but rather “if you do spend on marketing today, you should make sure it actually delivers incremental value and therefore you should measure that incrementality.