by Diane Lennox
Kudos to K.C. Brown, Cision’s analytics geek, for a compelling alternative argument against Advertising Value Equivalency (AVE). In this old, but not outdated video rant, K.C. explains why agencies continue to push this disproven measure of so-called success – sometimes at the same time they disclaim it.
Because it’s worth a lot of money to them.
It puts an arbitrary – and inflated – metric on their efforts that helps justify the cost of their services.