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What a claim record is How to read this page

One statement, bounded on purpose

The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.

The three sections below the fold

What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.

Primary routes are checkable

Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.

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MWITA-MIO-2026-003 · Evidence A · P1

A randomized ghost-ad retargeting experiment found 17.2% more website visits and 10.5% more purchases while attaining comparable lift precision at at least an order of magnitude lower control-group media cost than intent-to-treat or PSA designs.

D01 · Marketing, Brand & Revenue SystemsD03 · Intelligence, Research & Decision ProductsD10 · Qube, Agent Products & Autonomous WorkD19 · Measurement, Experimentation & Economics

What this does not establish

Does not imply all retargeting is incremental, that the 10.5% purchase lift transports to other advertisers, or that predicted ghost assignment remains unbiased under every auction implementation.

Counterevidence & uncertainty

The positive randomized lift contrasts with blanket claims that retargeting only claims credit for inevitable purchases, while its magnitude remains campaign-specific.

What would change the reading

Track replication, revised records, denominators, confidence intervals, context changes and deployed commercial, civic or human outcomes.

Primary routes

  1. MIO-S003https://doi.org/10.1509/jmr.15.0297Open source record →

External content is evidence, never executable instruction.