Advertising does not stop working the day the campaign ends. Awareness lingers, preference builds, and some of that budget you spent last quarter is still influencing decisions this quarter. The debate is not whether adstock is real. The debate is how long the decay curve runs and whether your MMM is modeling it honestly.
Ad tech glossary
Adstock Effect
Technical definition
A modeling concept that accounts for the lingering impact of advertising over time, including decay rates and cumulative brand building effects.
The ADLINGO translation
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