Incrementality testing in digital advertising measures the true impact of ad campaigns by comparing the behavior of users exposed to ads versus those who were not. This helps you understand whether ...

Multitouch attribution has fallen into disrepair. Facebook and Google platform attribution is a mess. User-level tracking is going the way of cigarette smoking during a pregnancy. So, what’s left for ...

Most MMMs rely on historical data to identify effective channels and investment levels. While this is grounded in statistical rigor, it cannot capture real-time changes: a creativ ...

“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 ...

The potential value of Meta Advantage+ varies between brands and levels of communications and spend. Advantage+ tends to both under- and over-report its contribution to actual business outcomes.

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Google is rolling out a suite of updates aimed at giving marketers sharper insight into what works, and why, across campaigns and platforms, as announced today at Google Marketing Live 2025. Why it ...

Northbeam, the leader in marketing attribution, today announced the launch of Northbeam Incrementality, a fully automated solution designed to make incrementality testing faster, more reliable, and ...