MMM & Incrementality Performance Analysis in a Privacy-First World “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This famous quote by John Wanamaker, a successful American merchant and a pioneer of marketing,…

Strategies for generating and measuring incremental impact in advertising The Science of Measuring Incremental Impact in Modern Advertising In the context of advertising, a significant transformation is taking place thanks to the growing adoption of artificial intelligence-based advertising campaigns, such as…