Companies Featured: Central Control

When advertisers are spending hundreds of millions, the stakes are too high to rely on attribution, matched markets, synthetic controls, or other quasi-experimental techniques to understand what’s truly working. One-to-one marketing is a fiction, and match rates on user data are too low to detect the typical small lift of ad campaigns with confidence. In a zero-sum competitive landscape—where CMOs are more accountable than ever for proving ROI—large-scale, geographic randomized experiments offer the most reliable evidence of what’s actually driving results.