The biggest misconception about AI bidding

Advertisers optimize for metrics that disguise the truth. Chester Scott, Chief Strategy Officer at Lunio, explains why ROAS—the North Star metric for most advertisers—undermines effective spend decisions across channels and campaigns. He makes the case for shifting to marginal ROAS to measure diminishing returns at the channel, platform, audience, and creative level, and reframes clicks as a fundamentally compromised leading indicator that should never drive optimization.

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