Incrementality testing only works if it drives decisions. Here’s where teams go wrong and how to use tests to guide spend and ...

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums. Incrementality ...

Olivia Kory has experience up and down the online advertising supply chain, including at Sonos, Netflix, Quibi, TubeMogul and the Publicis agency Starcom MediaVest. It’s been a long road home to ...

The potential value of Meta Advantage+ varies between brands and levels of communications and spend. Advantage+ tends to both under- and over-report its contribution to actual business outcomes.

If you are still treating incrementality testing as an occasional exercise, you are leaving money and growth on the table. I grew up in the era of multitouch attribution (MTA), a once elegant, ...

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Find out which strategies are undervalued or overvalued and how to optimize your ad spend for maximum impact. Jamie Dimon says the next generation of employees will work 3.5 days a week and live to ...