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 ...

Incrementality testing in digital advertising measures the true impact of ad campaigns by comparing the behavior of users exposed to ads versus those who were not. This helps you understand whether ...

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.

Marketers are shifting from patching legacy models to rebuilding measurement around speed, strategy and trust — and AI is at ...

When channels can’t be measured, they get underfunded. Bias in today’s models limits growth. Here's why better foundations ...

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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There are different approaches to marketing measurement that help businesses understand which of their campaigns bring the most value and how to allocate budgets to maximise ROAS. The most ...

Our once-stalwart marketing model is breaking. To understand why, look no further than Facebook’s expected $10 billion ad sale revenue hit from Apple’s changes to give users more control of their ...