The model output that tells you what each additional dollar in a channel is actually worth at your current spend level. Below the minimum effective threshold, spend does not register. Above the saturation point, incremental return collapses. The curve is not static. It shifts with creative, competitive intensity, and market conditions. Most brands do not run response curves at all. Most brands are either underspending or overspending in at least one channel as a result.
Ad tech glossary
Marketing Response Curves
Technical definition
Mathematical models that describe the relationship between marketing investment levels and business outcomes, accounting for factors like diminishing returns and minimum effective spending levels.
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.