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»Incrementality

The Big Story Podcast
The Big Story: Meta’s HIPAA Violations And The Rise Of MMM

HIPPA is in the news. Meta just got sued over an alleged violation of the law. But HIPAA, which stands for the Health Insurance Portability and Accountability Act, is a much-misunderstood piece of legislation. For example, it only applies to a narrow set of “protected entities.” When one of those protected entities shares information with… Continue reading »
by Sarah Sluis // August 5th, 2022 //
»
Marketers Don’t Trust CTV Yet – Here’s How To Change That

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by tvScientific co-founder and CEO Jason Fairchild.  Over the past several decades, most TV advertisers have bought into the lie that 25,000 US households accurately represent the viewing behavior of more than 100 million homes.   Spellbound… Continue reading »
by AdExchanger Guest Columnist // March 7th, 2022 //
»
Dmitri Kazanski, Head Of Product, North America, MGID
Google’s Data-Driven Attribution Model Isn’t Perfect, But It Is Progress

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Dmitri Kazanski, head of product for North America at MGID. Last click is the most commonly used attribution. Why? Because it’s very simple – but it’s also clearly flawed. A… Continue reading »
by AdExchanger Guest Columnist // November 5th, 2021 //
»
Allison Branton AnalyticsIQ
Audience Data Is Key To Priming The Pump For TV Deal Fluidity

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Allison Branton, Head of Advanced TV Data Solutions, AnalyticsIQ. In 2020, nearly every industry was flipped on its head. TV advertising was no exception. The upfronts were cancelled, the streaming wars reached a fever… Continue reading »
by AdExchanger Guest Columnist // July 5th, 2021 //
»
Comic: Out The (Attribution) Window

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
by Nate Neal // June 25th, 2021 //
»
Dor Birnboim, VP of strategic partnerships, ironSource Aura
Not Just Pass-Fail: Why Incrementality Tests Are The Future Of Performance Measurement

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Dor Birnboim, VP of strategic partnerships at ironSource Aura. Whether it’s Uber trying to eliminate media waste or Deliveroo attempting to validate investment in a new channel, brands are rethinking… Continue reading »
by AdExchanger // February 23rd, 2021 //
»
Deliveroo is testing a novel approach developed by mobile commerce marketing company Button for measuring incrementality at scale.
Deliveroo Sets Up Incrementality Testing To Prove That Affiliate Can Deliver The Goods

Food delivery app Deliveroo has long wanted to justify spending more on affiliate marketing, but the tech to measure affiliate incrementality just hasn’t been there, says Tiziana Bacchilega, Deliveroo’s global affiliates lead for performance marketing. “There’s no doubt about the value of this channel,” Bacchilega said. “We just need some backing to be confident in… Continue reading »
by Allison Schiff // January 6th, 2021 //
»
Facebook Conversion Lift Measurement Issue Goes Undetected For 12 Months

For nearly a year, advertisers using Facebook’s conversion lift studies tool were unknowingly being fed faulty data. A code error caused the reached conversions metric to be undercounted for conversion lift tests conducted on Facebook by several thousand advertisers between Aug. 15, 2019, and Aug. 31 of this year. Advertisers use conversion lift studies, a… Continue reading »
by Allison Schiff // November 16th, 2020 //
»
3 Questions Marketers Have When Measuring CTV

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jessica Hogue, GM of measurement and analytics at Innovid. We’re entering the 2.0 era of CTV. Many brands are gaining confidence that CTV provides extended reach to their linear TV campaign due to the… Continue reading »
by AdExchanger // November 5th, 2020 //
»
INCRMNTAL Aims To Help Wean Apps Away From Last Touch And The IDFA

INCRMNTAL, a startup focused on incrementality testing and measurement, launched on Monday with $1.4 million in pre-seed funding. The round includes participation from a handful of angels, early stage venture firm toDay Ventures and the Mobile Dev Memo Investment Syndicate, an initiative that vets seed and pre-seed opportunities in the mobile space. Interest in incrementality,… Continue reading »
by Allison Schiff // October 5th, 2020 //
»
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