"Digital advertising is the most accountable and effective form of advertising in existence."

Many if not most in the world of advertising would either agree with this statement or find it hard to dispute it. But what if the widely accepted beliefs about digital advertising's efficacy are dubious?

It's a question worth asking in light of a recent article published by The Correspondent, which has sparked considerable discussion and debate.

The article details research conducted by economists who have worked at companies including Google, Facebook, Yahoo, eBay and Netflix which suggests that the "selection effect" is responsible for the seemingly extraordinary ROIs delivered by digital advertising.

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