incrementality measurement

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.