B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
47%
47% -- wasted share of paid media spend for paid media spend (2024)
47% (47 cents of every $1) of paid spend is wasted on incremental impressions that do not move the buyer.
- Secondary citation on an agency website referencing a Forrester 2024 report
- Specifically defines waste as spend on incremental impressions that do not move the buyer
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
47%
Unit
Percentage
Data Vintage
2024
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Forrester
Primary
Tier C
https://actbold.com/paid-media ↗
Source Article
Paid Media — Built for Profit | Act Bold
Margin-First Bidding.
Every bid traces back to contribution margin, not last-click attribution. We bid to the dollar that lands, not the click that registers.
Act Bold runs full-funnel paid media — paid search (Google, Bing), paid social (Meta, TikTok, Pinterest, YouTube, X), and programmatic (CTV, …
Original Research
Forrester
· Original study ↗
Methodology
Cited as Forrester 2024; secondary citation on agency site
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
paid media spend: 47% wasted share of paid media spend. Source: Forrester (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/wasted-paid-spend-per-dollar-2024
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<blockquote cite="https://lighthousedata.io/data/wasted-paid-spend-per-dollar-2024" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>47%</strong> -- wasted share of paid media spend for paid media spend<br><small>Source: Forrester (2024) · <a href="https://lighthousedata.io/data/wasted-paid-spend-per-dollar-2024" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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