incrementality measurement

Inside how Jones Road Beauty is trying to turn messy, conflicting measurement signals into a single testing roadmap for its media mix.

Many organizations are encountering a paradox: Performance appears strong, while durable growth remains elusive. How should performance be evaluated when the strongest signals no longer align cleanly with growth?

Smartly is acquiring INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that focuses on causal lift rather than user-level tracking.

The future of retail media depends on a shift away from siloed in-store and online metrics to a full-funnel approach that reflects how customers actually shop.

The MRC’s auction transparency standards aren’t intended to force every programmatic platform to use the same auction playbook – but platforms do have to adopt some controversial OpenRTB specs to get certified.

As privacy rules tighten, M&C Saatchi built OneView to help marketers measure performance without relying on cookies or user-level data.

Retail media is entering what might be called its Socratic phase. The closer we to get to understanding an ad campaign’s real impact and business results, the clearer it is that we have no idea how this thing works.

Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.

Many measurement companies are promoting marketing mix modeling as an easy-to-use solution to overcome signal loss. But that couldn’t be further from the truth, says Maor Sadra, CEO and co-founder of incrementality measurement startup INCRMNTAL.

Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.

Meta is working on AI-powered optimization updates to its ads system so advertisers can customize business objectives, measure incrementality and have direct integrations with third-party analytics tools.

Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

CTV is poised to become the third “big scale” performance advertising channel, but is effective CTV attribution actually possible?

Once you start looking, dark patterns are everywhere – and the FTC is determined to do more about enforcing against these unfair and deceptive design practices. Also: Brands are using incrementality measurement to transform their marketing plans and boost performance.