"We looked at a couple of different placements that some of our brand partners had seen some success with. So we looked at direct mail and then CTV and linear TV. we wanted to kind of utilize some of those savings into testing these new channels.”
“In a more scientific way, understanding that if we increase our Facebook investment by 25%, we want to have confidence in what the overall implication on the business will be in a long-tail view as opposed to just looking at what we’d achieve from Facebook in a dollar-in, dollar-out view.”

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