When I saw a headline the other day saying that research has showed that paid online ads “generate virtually no increase in sales”, I dropped everything to have a read. We’ve got 40 clients here who’ll tell you something different, for a start.
So, what was the story? Well, it was serious because it was in the Harvard Business Review. But it fell down immediately once you read who the story was about: eBay. To be honest, a bigger story would have been that eBay does make money from its online advertising, which has been the butt of jokes for many years.
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