The Limitations of (MER) Media Efficiency Ratio

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In this video, David discusses the problem with MER (media efficiency ratio) in the paid ad spend industry, particularly with the recent tracking changes due to iOS and platform updates.

David explains what MER is, its drawbacks, and how it affects e-commerce businesses. We'll also explore the limitations of MER and the importance of considering other marketing channels.

Stick around to gain a better understanding of this metric and its impact on your advertising strategies.

00:00 Introduction
00:27 Tracking Changes
01:06 Definition of MER
02:22 Example Calculation of MER
04:28 Drawbacks of MER
08:25 Balancing Metrics

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