Can you quantify the impact your creative efforts have on ad performance? A recent study by Rocket Fuel, a company that specializes in programmatic marketing, suggests that not only is it possible; it’s necessary. Rocket Fuel researchers observed, tested and interpreted a sample of data totaling approximately 23,397,541,849 banner ad impressions served in the United States between November 2013 and June 2014, resulting in a 70-page study. We took a few of their key findings and created an easily digestible infographic; but if reading 70 pages of research analysis is what gets you out of bed in the morning, you can read the full study here.