#Incrementality

One of the arguments I heard about iOS's tracking updates is that it would be good for marketers because these algorithms take credit for new customers that would have been
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No, this isnt correct re: Uber ad fraud case. With basic reporting & incrementality measurement, the Uber team would have realized they were being cheated. The vendors werent using sophisticated
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A thread at the intersection of the 3 most interesting topics in the world: #Privacy, #DigitalAdvertising, #IncrementalityTesting. TL.DR: Take care that cookie replacements don’t bias your ad incrementality tests. 1/10
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1/ Your brand is much more than a headline away from exit. “Testing” as the highest value of marketing behavior is deteriorating “brands” down to a series of headlines and
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Unpopular Opinion: Media diversification is overrated for most advertisers.This mostly comes down to opportunity cost. If you want to diversify, you need to actually invest a proper amount of time,
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New working paper alert! "Inferno: A guide to field experiments in online display advertising"http://ssrn.com/abstract=3581396THREAD: This guide reviews challenges & solutions from a decade of research. #marketingacad #econtwi
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