Back in the early 2010s I worked in ad tech on a data science team, and one of the things we were pushing for was causal A/B testing; basically turn off a campaign's advertising to a % of people and correlate it with sales to measure ROI.
As we were kicking this off I was at a conference chatting with an executive at another ad tech company. His response: "oh yeah I know a guy who tried that, he's not in the industry anymore."
We almost immediately came to realize our launch clients were getting negative ROI, sometimes severely so. AFAIK our efforts fizzled out, and I believe none of the people on my team are in the industry anymore.
As we were kicking this off I was at a conference chatting with an executive at another ad tech company. His response: "oh yeah I know a guy who tried that, he's not in the industry anymore."
We almost immediately came to realize our launch clients were getting negative ROI, sometimes severely so. AFAIK our efforts fizzled out, and I believe none of the people on my team are in the industry anymore.