“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 Alexei Chemenda, chief revenue officer for ...

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If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel media-mix modeling (MMM). On Tuesday, ...

The gap between being able to measure incrementality and being able to use it is larger than you think. A new IAB EU and US report deconstructs incrementality measurement and helps advertisers and ...

Multi-touch attribution (MTA) has officially gone the way of the dinosaur. As data privacy restrictions like Apple’s App Tracking Transparency (ATT) and Google’s elimination of cookies inhibit the ...

Every eCommerce team dreams of being able to accurately attribute every dollar of sales so that they can truly understand the impact of their ad campaigns. That’s why most advertisers use return on ad ...

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 ...

Finding incrementality is crucial for performance marketers to get the most out of their marketing spend and unlock new audiences, says Angus Quinn (director of marketing for EMEA & APAC at Connexity, ...

AUSTIN, Texas--(BUSINESS WIRE)--As advertising platforms grapple with the measurement fallout of increasing restrictions on data and tracking, Measured has launched the industry’s first end-to-end ...