Study by Columbia Business School Finds Search Tools Like Broad Match Can Hurt Advertisers More Than They Help

Columbia Business School Logo (PRNewsFoto/Columbia Business School)NEW YORK, May 17, 2018 /PRNewswire/ — Advertisers spend a lot of money on paid search. By 2019, paid search ad spending will reach nearly $40 billion in the U.S. alone. But, according to research from Columbia Business School’s Kinshuk Jerath, this tactic has many subtleties and doesn’t…