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 digital advertisers who need to bring performance measurement back to their media plans? Incrementality testing, it seems. “I was a little bit skeptical as to… Continue reading »
The post For Attribution, Retailers Test If Incrementality Can Be A New Truth Set appeared first on AdExchanger.
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