<b>Native brand-lift studies are graded by the people who sold the ads</b>

<b>Native brand-lift studies are graded by the people who sold the ads</b>

<b>Everyone says</b> native delivers measurable brand lift — the study proves it.

The data says most native brand-lift studies are run by the platform on its own exposed-vs-control groups, where the "control" was simply less targetable and the "exposed" group was selected for responsiveness. That's not a lift, that's a selection effect with a confidence interval painted on.

Demand the methodology: was assignment randomized at the user level before targeting, or carved out after? If the platform picked who saw the ad and then compared them to who didn't, the lift was baked in before a single survey went out.

Who graded the homework? The same vendor who assigned it.