Incrementality

Can you trust an AI-built marketing mix model? M-Squared’s Madan Bharadwaj on why AI makes expert judgment matter more, not less.

True Religion CMO Kristen D’Arcy approaches marketing measurement the way you’d shop for jeans – by looking for the right fit. She’s moved past last click, using real-time data to see what actually drives sales, and she isn’t afraid to make fast changes when something isn’t working.

Marketing measurement is broken, and everyone knows it. Every week, I talk to marketing leaders who are desperate to quantify the revenue that marketing is incrementally delivering to the business. Many of them have some kind of marketing mix model (MMM) in place, yet still rely almost exclusively on last-touch attribution (LTA) to optimize their marketing investments on a daily, weekly and monthly basis.

With a growing array of platforms and channels competing for consumer attention, advertisers have been increasingly looking for ways to understand which ads and placements drive engagement and sales – not just engagement and sales that would have happened anyway but true incrementality.

Meta introduced a set of new features Wednesday that gives advertisers more granular metrics for how they value traffic and ad campaign conversions .

Transparency has become the currency of credibility in advertising. Larger holding companies and black box AI platforms must recognize that their opaque practices are no longer sustainable.

Incrementality measurement may be a sound methodology, but online ad platforms are not really bringing a steady river of new-to-brand customers with their incrementality-based solutions.

Criteo’s Brian Gleason shared how it is working with agencies to capitalize on curation and measurement opportunities in retail media and CTV.

2024 was a year of hectic change for ad measurement. These are a few of the new ad attribution trends and techniques programmatic advertiser should know going into 2025.

Special guest and prolific ad tech investor Eric Franchi of Aperiam Ventures discusses his firm’s recent bet on attention metrics startup Adelaide. Plus: What’s up with Meta’s new third-party attribution partnerships?

In the past year, Baby product and mattress brand Newton Baby has put all its media channels through a new testing regime for incrementality. It was a revelatory experience.

These are steps you can take to achieve incrementality, streamline your media strategy and drive exponential growth, writes Brian Chap of Tech Recipes.

Well, that’s a wrap on Programmatic IO Las Vegas 2024! The AdExchanger editorial hopped on stage for a live recording of The Big Story to round up all the moments that made us go “a-ha” this week, including observations on commerce media, CTV and generative AI.

Most people have already heard of Pizza Hut. But high awareness isn’t enough to generate new and consistent sales. Which is why well-known brands like Pizza Hut are looking to new channels, including CTV, to drive incremental sales by reaching younger and, hopefully, incremental audiences who could eventually turn into repeat customers.

The MRC is taking on the task of accrediting media mix modeling. But the industry needs to agree on definitions at the very least, then align on methodology. In the meantime, Marilois Snowman, CEO and founder of Mediastruction breaks down how to evaluate the effectiveness and impact of existing models.

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.

Meta just got sued over an alleged violation of HIPAA. But where exactly does the health privacy law apply? With the recent overturn of Roe v. Wade, it’s more important than ever for digital advertisers to understand how HIPAA protects (and doesn’t protect) the use of sensitive health data in ad campaigns. Plus: Understanding the resurgence of MMM and the rise of incrementality measurement.

TV is finally beginning to mine the powerful digital marketing capabilities that big search engines and social networks offer. But there’s a long history of trust issues in digital advertising, writes Jason Fairchild, CEO of tvScientific.

“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 […]

“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 […]

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

“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 […]

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 […]

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 […]

“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 […]

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, […]

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 […]