Noise and Blank Display Ads

Former colleague Ted McConnell, exec VP at the Advertising Research Foundation, writes about the conundrum of blank display ads getting an impressive number of hits.  And even a considerable ROI.  He combines the investigation with thoughts of cosmic radiation and brings in an astrophysicist to check the numbers.  Dear to my interests.   As he says:  Noise can easily confound our delicate signal.  A cautionary tale, well told.