Abstract: The present disclosure includes a system, method, and article of manufacture for measuring the effectiveness of an advertisement. In various embodiments, the system may compare exposed data indicating that a first customer was exposed to a targeted advertisement to a first spending activity associated with the first customer. The system may further compare unexposed data indicating that a second customer was exposed to a neutral advertisement to a second spending activity associated with the second customer. Further still, the system may, in various embodiments, generate a spend report based on the comparing the exposed data to the first spending activity and the comparing the unexposed data to the second spending activity.