Most advertisers would agree that display ads are valuable. But just how valuable? With our DoubleClick for Advertisers (DFA) experiments, we determined just that. By randomly assigning users into either a test or control group and comparing the sales of 25 brands in each, we saw exactly how much impact, if any, the display ads had. The results were overwhelmingly favored the test group, with 19% lift in overall conversions.

June 2011