Question
The co-founder of simple modern has posted the thread on twitter provided with the link. He also wrote Problems - Paying for Organic Purchases: If
1) Explain why the advertising returns or the ROI has inflated.
2) Briefly draw the parallels of this remark to the findings of the Ebay paper (what Ebay learned from the searching advertising experiment and why they got the result)
https://papers.ssrn.com/sol3/papers.cfm?abstract id=2444538
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