When activity in one channel lifts performance in another, without a direct click or conversion to trace. Upper-funnel TV spend that improves paid search conversion rates is the classic example. The effect is real. Proving it requires either MMM or a carefully designed holdout test, because platform attribution will never surface it on its own.
Ad tech glossary
Cross-Channel Halo Effects
Technical definition
The indirect positive impact that marketing activities in one channel have on performance in other channels or on overall brand metrics.
The ADLINGO translation
Get the full Mega Glossary as a PDF
Nearly 200 ad tech terms, translated. Plus the ADLINGO newsletter to your inbox. Free.
Where this shows up
Could Bill Gates daughter face prison time for cookie stuffing?
Phoebe Gates, daughter of Bill and Melinda Gates, is in the press lately for an alleged "Cookie stuffing" operation. If charged and convicted, penalties could include actual jail time. Do you know how it works?
But the ads served, right?
Brands have a massive gap in understanding what their technology vendors are actually solving on their behalf and what the definition of "paid for" actually means.
News: Brand's $4 Billion Blindspot
Despite the myths, news environments prove to be high-return and brand-safe. With performance upwards of 8.5x higher, avoiding news media might be the most misguided marketing myth yet.