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»Incrementality

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 //
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Comic: Out The (Attribution) Window

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem...
by Nate Neal // June 25th, 2021 //
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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 Monica Bhalla // February 23rd, 2021 //
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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 //
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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 //
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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 Monica Bhalla // November 5th, 2020 //
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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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VideoAmp Takes Over Conversion Logic, Last Of The Indie MTA Vendors

VideoAmp has acquired Conversion Logic, the multitouch attribution provider, the company said Tuesday. Conversion Logic’s chief client officer, JP Pereira, will also join VideoAmp as SVP of marketing science. Terms of the deal were not disclosed. And Pereira is one of only “a few key individuals” from Conversion Logic who will go to the video... Continue reading »
by James Hercher // March 17th, 2020 //
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