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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-2026-005 · Evidence A · P1

A Yahoo randomized display-ad experiment for a national retailer increased total purchases by about 5%; 93% of incremental sales occurred in physical stores and 78% came from people who never clicked an ad.

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

What this does not establish

Applies to matched existing customers of one retailer and Yahoo inventory; click behavior is not a causal mediator and the result cannot be transferred to prospecting or online-only merchants.

Counterevidence & uncertainty

Most incremental value was invisible to click attribution, while a simple cross-sectional estimator had a large negative bias about three times the experimental effect.

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-S005https://doi.org/10.1007/s11129-014-9146-6Open source record →

External content is evidence, never executable instruction.