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 – ...

As privacy changes lead to signal loss, digital advertising is diverging from user-level data and specific measurement methods like multi-touch attribution (MTA) and media mix modeling (MMM) in favor ...

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In the ever-complex world of retail media, success or failure is no longer solely focused on ad revenue—these days the name of the game is long-term impact. That was the message shared by Art ...

Incrementality is changing the game for marketers everywhere by enabling greater visibility into consumer behavior and campaign performance. But making the most of incrementality requires that ...

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Recast, an incrementality measurement and forecasting company, has made statistical experimentation accessible to all advertisers and marketers. The launch of “GeoLift by Recast” on Tuesday provides a ...

Incrementality testing alone won't fix your budget allocation problem. Here's the three-layer measurement stack DTC brands actually need. Incrementality testing has become the default answer to a ...

Albertsons Media Collective, the retail media arm of Albertsons Companies, launched onsite incrementality measurement designed to help advertisers better understand the impact of performance and ...

The notion of incrementality has been surfacing a bit more these days, perhaps because marketers’ collective appetite for analytics, in general, has never been stronger. Media mix modeling, marketing ...