Your hand wavy usage of &quot;measure awareness&quot; is the problem. How do you do such a thing?<p>When you&#x27;re advertising on multiple channels, even if you did have a solid measurement of awareness (you don&#x27;t), you still wouldn&#x27;t know what was responsible.<p>This is the appeal behind things like Facebook ads. It seems you have a very clear sense of what return you&#x27;re getting because there&#x27;s such precise targeting and tracking. The issue is that neither of those have anything to do with the first portion of your comment: measuring awareness. You still need to measure awareness objectively and no one knows how to do it.<p>The people best equipped and most ready to act like they do, however, is — you guessed it — Facebook and similar ad networks!<p>Besides, the ad industry has been kept afloat with exactly the type of behavior that grandparent describes for decades if not centuries. What makes you think they&#x27;re more sophisticated now?