[stoicking]

The causal incrementality of ad spend is rarely negative. You expect to see decreasing returns with additional ad spend. For each dollar in ad spend, one advertiser might want to see $3 in revenue, another $5. Incrementality studies then allow advertisers to tune spend to their operating points.

Facebook does like money. Do you think lying to the biggest advertisers in the world is the best long-term strategy, or do you think instead it might be better to report out the most accurate results possible?

[lmm]

Facebook has a history of screwing advertisers ("want your page to show up in people's feeds? Get more follows, here's how to buy ads targeting that", then one year later "we've decided to downgrade pages in people's feeds"...), bankers (their IPO pricing), and essentially everyone they have a business relationship with. I'd expect them to stretch the truth as far as they can get away with.

[Androider]

Most accurate results possible you say? https://www.latimes.com/business/story/2019-10-10/hiltzik-fa...

Long-term strategy? https://www.businessinsider.com/facebook-allowed-fraud-hacke...