Agree. I have used the term "incrementality" to communicate the incremental benefit of a given ad compared to a control whereas the article uses "advertising effect". Measurement is also difficult because every ad platform grades their own homework (they each have analytics that attributes sales to their platforms liberally).
It is important for a brand to have their own attribution platform that measures incrementality as well as the relative contribution each ad exposure makes toward a given sale.
Both of these things are possible to measure. The problem is that the band of users that display positive ROI (when incrementality is measured) is so small that people don't believe the data.
Additionally, brand exposure is hard to measure and almost completely ignored in digital advertising. Over time I imagine that there will be more research in this area (beyond just measuring an in-view ad impression)
It is important for a brand to have their own attribution platform that measures incrementality as well as the relative contribution each ad exposure makes toward a given sale.
Both of these things are possible to measure. The problem is that the band of users that display positive ROI (when incrementality is measured) is so small that people don't believe the data.
Additionally, brand exposure is hard to measure and almost completely ignored in digital advertising. Over time I imagine that there will be more research in this area (beyond just measuring an in-view ad impression)