In a legal case, expert witnesses are often called upon to provide their specialized knowledge or experience in a particular field. When it comes to cases involving online advertising, such as on YouTube, Google, or Facebook, it is critical for attorneys to hire an expert witness who has strong educational and trade experience in doing quantitative research, formulating hypotheses in a scientific way, evaluating those against the facts, and writing a clear and concise technical work product. 
In this post, I will discuss the importance of hiring an expert witness with these skills in the area of online advertising and provide at least three characteristics that an attorney should look for in a technical expert witness in online advertising.
Firstly, an expert witness in online advertising should have a strong educational background in the field. They should have a deep understanding of online advertising platforms such as Google Ads, Facebook Ads, or YouTube Ads, as well as knowledge of the latest trends and best practices in the industry. A strong educational background is crucial in order for the expert witness to provide an objective and credible analysis of the case at hand.
Secondly, the expert witness should have trade experience in online advertising. They should have experience in creating, managing, and analyzing online advertising campaigns for businesses. This experience will give them a deep understanding of the nuances of the industry, as well as an understanding of the challenges that businesses face when advertising online. This trade experience will also give them the ability to provide practical insights and recommendations that are tailored to the specific needs of the case.
Thirdly, the expert witness should have strong quantitative research skills. They should be able to conduct statistical analyses and evaluate data from online advertising platforms in order to provide an objective analysis of the case at hand. This analysis should be grounded in sound statistical methods and should be able to withstand scrutiny in a court of law. The expert witness should also be able to explain the results of their analysis in a clear and concise manner that is easy for a layperson to understand.
Ways an Expert Witness in Online Advertising Can Help
In addition to these characteristics, there are several other traits that attorneys should look for in a technical expert witness in online advertising. These include:
Strong analytical skills: The expert witness should be able to evaluate the facts of the case and formulate hypotheses in a scientific way. They should be able to analyze the data and information provided to them and draw conclusions based on their analysis.
Strong writing skills: The expert witness should be able to write a clear and concise technical work product that is easy for the court to understand. They should be able to explain complex technical concepts in a way that is accessible to a layperson.
Credibility: The expert witness should have a strong reputation in the field and should be able to demonstrate their expertise in the courtroom. They should have a track record of providing objective and credible testimony in similar cases.
