Media Buying Briefing: How incrementality testing helps tackle cookie, attribution challenges

Measurement can feel like a constant moving target for media agencies tasked with proving their results for clients — but can incrementality testing become one solution?

The argument in its favor is that incrementality testing can offer a more accurate and data-driven approach to understanding the true impact of marketing investments across various channels for an agency’s clients. Experiments can compare the behavior of users in an ad campaign and help marketers see where ads are driving more conversions — or if these increases would have happened anyway.

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