In Part 1 of our Intro to Incrementality series, we covered the fundamentals-measuring incremental lift by comparing test (exposed) and control (holdout) groups. In Part 2, we explored how to create accurate control groups using ghost bidding to eliminate bias and avoid skewing incrementality analysis. Now, in this final installment, we’ll show you how to […]
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In Part 1 of our Intro to Incrementality series, we covered the basics of how incrementality analysis helps marketers uncover the true impact of their advertising by comparing two groups: At its core, incrementality analysis answers the critical question: Did this ad actually cause the action, or was it just along for the ride? Now […]
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Welcome to the first installment of our Intro to Incrementality series, where we’ll use real-world examples to explore how to uncover the true impact of your advertising campaigns. By isolating the effect of specific media types or campaign variables, incrementality analysis provides actionable insights into what’s driving performance–and what isn’t. Warning: this post involves (basic) […]
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For nearly three decades, the ad tech industry has relied on third-party cookies to support online consumer experiences, such as easy logins and being shown relevant ads. While these functionalities have provided consumers with a more seamless online experience, they have also created risks around consumer privacy. Browsers such as Firefox, DuckDuckGo, and Apple’s Safari […]
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